• by Kevin McGuire , November 28, 2011

When you think about it, the mobile channel is a marketer’s dream: an ever-expanding consumer base, nearly round-the-clock access to your target audience and the ability to create more meaningful customer interactions.  

It all seems so easy and straightforward, and in truth, it really is. With the number of smartphone users in the U.S. already exceeding 80 million, it’s clear that mobile is the future.

However, what most people gloss over are the reasons that make mobile marketing a great way to connect with consumers.

Opt-in Is Key
While it may seem obvious, it’s still worth noting that unlike other types of advertising channels, mobile subscribers actually opt-in to receive alerts, offers and other content. This self-selection process primes consumer behavior to be accepting and responsive to promotions and offers they receive.

Quality Interactions
The mobile channel allows for high-quality and high-value interactions. What does this mean exactly? It means that the ad experience mobile consumers have is vastly more interactive and targeted than an experience they would have through any other channel.

Accessibility
With over 300 million mobile subscribers in the U.S. alone, it stands to reason that mobile offers incredible consumer reach. In addition, that reach is device agnostic which means regardless of whether a subscriber has a smartphone or a feature phone, a marketer can still create a meaningful consumer interaction.   

Real Estate Is At A Premium
Because the form factor of a mobile only offers so much screen space, everyone in the mobile eco-system has to be thoughtful when it comes to the information they serve customers.

Personalization Personalization Personalization
It can’t be said enough that the ability to personalize content makes all the difference in the world when trying to engage a customer. There is an incredible amount of data available today that allows for the customization of highly targeted interactive experiences.