Dealing with unchartered territory can be intimidating. This is probably the single biggest apprehension of companies to try mobile marketing. Being accustomed to traditional marketing has raised skepticisms about the effectiveness of mobile marketing versus its costs. The novelty of mobile marketing is preventing its wide spread use in companies questioning the expenditure vis-à-vis the delivery of results in the marketing sphere. The fact of the matter costs of doing mobile marketing is least understood. Fear is preventing this good idea from soaring to greater heights.
What marketers fail to understand is that mobile marketing allows the brand to reach people wherever they are. They are no longer tied to passively push the message when people are in front of the television, listening to the radio or reading the paper. Marketers are given a unique opportunity to push the message in targeted situations where the product placements are of great benefit to consumers.
The single biggest mistake of marketers in using mobile marketing is to abandon all of their other efforts. They would rather place their eggs in one basket. Mobile marketing is only one of the channels where the message will be sent to consumers. Maintaining other channels is important for a well-balanced marketing operation. It is important that mobile marketing is integrated into the marketing mix. Now, know that mobile marketing is about engagement and feedback with the least possible cost to the company. Hence, it’s considered an effective tool for small businesses because of the relatively small investment.
A business is expected to shell out as little as $200 to start an SMS marketing campaign. It could reach as high as $300,000 for an eight-week campaign. However, these expensive marketing sorties include how to get feedback and obtaining information on certain performance metrics. If you are just trying out the waters there are organizations that can help you with starting a modest mobile marketing campaign.
Now, what’s the cost gonna be? Know that mobile marketing involves how much cost per click or cost per mille you are expecting to generate. This is important in factoring how much investment you are willing to place for mobile marketing efforts. In order to make sense of the costs, it is important the marketer is able to explain the value of the campaign and how it works to have a robust return on investment. A company may pay from $ .05 to $ .20 per message sent, which really depends on the volume of sent messages. A company may require extra costs for some resources. It is cost-effective to have this extra resource shared with other businesses. The sharing of this resource does not affect the results that you can get from mobile marketing.
For small businesses, it is important to get in touch with a mobile marketing agency. The agency will be able to tailor-fit the right budget for the small business’ need. There are online tools that small businesses can use to get some traction on mobile marketing. There are a lot of agencies that are willing to work with small enterprises and create a strategy and a plan to fully harness the power of mobile marketing. A good marketing agency will be able to educate businesses about the costs and putting them up to speed. This is important, so small enterprises can eventually run the mobile marketing show, on their own.