Mobile ROI Outperforms Traditional Media

During the course of this blog, InTarget has referred to some impressive facts and statistics to illustrate the growing power of mobile marketing.

We’ve told you that four out of five smartphone users check their phones within 15 minutes of waking up. You’ve read that 91 percent of adults keep their smartphones within arm’s reach and there will soon be 1.4 cellphones for every human being in South Africa.

But all of this points to the relatively fluid concept of awareness. What about some hard measures of Return On Investment (ROI)? How exactly does mobile marketing ROI measure up when stacked against traditional media counterparts? Pretty well, it turns out. Let’s take a closer look.

According to, over 95% of texts are read by mobile phone users. This ‘open rate’ outperforms both email marketing (around 10-20% open rate) and direct mail flyers. SMS marketing also leads in conversion rates at 8.2%, with both email and direct mail conversion rates each staying at around 1.7%, according to a 2010 report by the Direct Marketing Association. In general, the cost-per-acquisition for mobile campaigns is not only much lower than traditional campaigns, mobile marketing is a much more intimate relationship building experience.

The reason mobile marketing ROI performs so well against media such as outdoor, print and television is that the highly-personalised nature of the approach is such that wastage is virtually eliminated. InTarget helps clients ensure that their mobile marketing spend goes directly to where it was intended: the eyeballs of highly-engaged potential purchasers.



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