Do we really need Mobile Marketing?

I was trying to find info on media sales offers in LinkedIn (as I always do – if you are on LinkedIn check up the Media Buyers group) and I bumped with a post from Alexander Gregory (Founder & CEO Dawn Anna Investments) where he submitted the url of his blog, and a brief preview of his latest posting: “Yeah, yeah, yah, whatever… But do we really NEED mobile marketing?”

 

Me llamo muchisimo la atención que en realidad Alexander es un “pionero” de esta industria, y sin embargo comenta cosas muy interesantes acerca de “por qué mobile marketing no es apto para cualquier empresa.”

 

Running a sms campaign simply to create a data base of worthless cell phone numbers is like heading down to the 6+ star French restaurant and then ordering German Bockwurst with Sauerkraut and a beer, while paying for the five course Michelin meal and three bottles of Moet anyway.

Setting up the sms campaign costs you money.  Advertising the campaign above or below or wherever on the line to make people enter whatever phony competition you are using to entice them to get interested in your company, products or services by sms’ing a keyword to a short code, costs REAL money. Then, once the dust has settled and your boss has recuperated on the golf course from having been presented with the bill, all you have to show for your bold excursion into the world of mobile marketing is so-and-so-many people who “entered”.

If you are lucky you have their cell phone number, although what the hell you should do with that is anyone’s guess and data base mining sounds good only in theory, right? Ahh, you say, but you can always sms more product info to your data base, because, after all, they have shown interest in what you have to offer and surely would like to be kept updated on that. You even allow some of them to opt out of your follow ups by sms’ing “stop” to some short code (if you are ethical enough or can’t get away with anything less), and it is okay to lose a few entrants along the way because business is war and during war you have to accept collateral damage.  In your case the collateral damage is the Dollars wasted on every Tom, Dick and Mary who were not interested in your company, products or services in the first place but merely wanted to win the grand prize you put up (oops, more costs) but opted out the moment the date of the draw passed and they didn’t win.

And then you start all over again…

 

Vos que crees? Gracias Benjamin por tu comentario del otro dia.

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