As the economy craters and consumers and businesses tighten the grip on their respective wallets, we have enjoyed our best months ever. Why? It’s simple, mobile marketing provides a wealth of data and in the grand scheme of things, is a rounding error on a marketing budget.
Marketers are being asked to account for every dollar that goes out the door, but rarely are they able to provide such data. Branding is great, but from an ROI perspective, it’s pretty difficult to prove the worth of a TV spot or spread in a national magazine. However, if you add a mobile call-to-action to those same TV spots and print ads, you’ve got a mechanism to quantify your marketing expenditures.
We recently completed a campaign with a national brand in which a mobile call-to-action was added to “traditional” media. While we’ve done previous work with this client, mobile still plays a miniscule role in the overall marketing efforts. This particular effort had a singular goal, drive sales leads via a mobile call-to-action. Without the mobile call-to-action these same media placements were simply chalked up as “branding” and the marketing team had the nearly impossible goal of proving the worth of such placements, other than to rattle off “exposure to prospects” as justification. At the conclusion of the campaign, the numbers came in in-line with previous campaigns with the client and completely blew away similar online, print, and event metrics.
The client is now able to report back that a specific campaign resulted in X inquiries, X qualified leads, and X new customers. This was simply impossible in their pre-mobile marketing efforts and has served as a key tool in justifying their marketing expenditures.