Is Mobile Marketing the Right Business for You?
Text messaging is not a flash in the pan for those to jump in and capitalize on the buzz then bail out when they have to start proving themselves.
Every industry has its share of unqualified companies trying to get in on the success of others. Mobile is no different. At the end of the day isn’t it about much more than just providing text messaging to anyone willing to spend some cash? Shouldn’t a business person seek to work with the most qualified individuals when it comes to any solution and not just mobile?
Every minute it takes you to read this article over 1.9 Billion text messages are exchanged globally. That should be reason enough to cash in on the texting craze right? Not so fast.
The same reason text messaging has become so popular is also the same reason it’s become inundated with literally 100’s of companies trying to fill the need of providing marketing and advertising services, because it’s simple.
It’s a simple medium to understand. We all readily use it to communicate and keep updated on a variety of things regardless of or age, gender or ethnicity. Unfortunately there are many companies out there that feel it’s simple to start a text messaging company and deliver support, advise and become an industry expert literally overnight.
Benefits of a Texting Service Provider
Text alerts may be the most pervasive advertising medium we have ever seen. A business or organizations’s ability to reach out to a core audience with extreme relevancy and immediacy can fundamentally change a relationship between the 2 parties.
Texting is being utilized by many global businesses today like Coca-Cola, BestBuy, Nike, Target and many more as a way to compliment to their multi-million dollar advertising campaigns.
This medium can really make a difference for the small business owners with limited budgets and knowledge of advertising and marketing. Big businesses employ large agencies with teams of experts across all types of mediums and can limit some of the high risk of failing. Small business owners do not always have this luxury and are placed at a much higher risk with any advertising efforts and especially one such as text message marketing.
The relatively affordable cost of starting a mobile initiative opens the door to many small business owners. This also opens the door to the litany of texting companies out there that are simply not qualified to deliver the best overall solution.
Traditional Media
We have all read about the demise of traditional media for many years now. Nobody reads the paper or listens to radio. More TV channels splinter our attention and we are not loyal to local news like we once were. Billboards litter the landscape with messages that are being ignored daily.
The real truth is traditional media still reaches millions of consumers and by ignoring this you could struggle significantly with mobile success. The reach may not be as personal as it once was but it’s still viable and the history of these mediums must be respected.
I would even consider online marketing part of traditional media when comparing it to mobile. A good background and understanding of online marketing opportunities such as email, banner ads, video, SEO, Google Ads and other successful channels can add greatly to a mobile campaign.
Many businesses still rely heavily on traditional media. Prices are much more competitive across the board than just a few short years ago and can allow smaller businesses into the space.
Knowing businesses are still reliant on traditional media channels demands that you understand the various mediums and how they can be leveraged for mobile success.
Business Model & Services
As more text messaging companies crop up it’s important to understand what services to provide and how to set yourself apart from the competition.
- Are you entering the mobile space because it’s the HOT thing and you see dollar signs? Are you hoping to get rich on a mobile MLM scheme and build your downline? Or do you feel you can truly contribute to the success mobile can bring to businesses?
- Will you offer simply a technical solution/platform? Is the technical solution provided what the industry recommends and recognizes or will you provide a solution that’s questionable like SMTP messaging?
- If you’re approached by a small business can they rely heavily on your expertise and reputation and get guidance and support from you?
- Is price THE determining factor of your business model? Will you simply crunch numbers to be the cheapest or will you place value on your services as an overall marketer?
- Is your pricing structure simple enough to understand? Are there add-on fees at every turn? Can a potential client be 100% confident there aren’t any hidden fees that will arise down the road?
- Is it important for your clients to know that you’re a company that is willing to invest the time and energy to help them understand and grow in the mobile space?
- Are you willing to be REAL to your client’s? This may come as a silly question but you would be surprised at the number of companies out there that will simply take a credit card online and never reach out to the clients directly.
Mobile marketing is still in it’s infancy but already businesses are getting burned by unqualified texting companies and are left to look for solutions elsewhere. Fortunately for those of us with a solid background in media and marketing can work with these businesses and restore their faith in mobile’s ability to be a successful medium for them.
My company has personally been the benefactor of businesses wanting to switch mobile marketing providers due to a lack of support and marketing strategy provided. These clients believed so strongly in mobile that they just needed a reputable firm to help them realize the full potential out there. We were able to take some basic steps they felt were not being addressed and implement a strategy that was tailored to their business. One client in particular was so happy with the immediate success they saw that they increased their previous mobile budget from less than $100 per month to over $800 per month. The simple strategy we laid out returned results the client was able to measure on his bottom line. These results are not automatic and are not achieved without proper planning and a real understanding of how a business will market and advertise to their core customers.
The mobile space as a whole is changing business, our lives and our future. So will you start a text messaging company or will you provide expertise and services that far exceed a simple technical solution and truly add to the mobile industry?
Ron Cariker is Founder and President of 7 Media Group. Reach Ron at roncariker@7mediagroup.com
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