Many of us were raised with the view that one doesn’t talk about money – ever. Unfortunately, this attitude is preventing some mobile marketers from doing what they should be doing. That’s cutting to the chase and asking current and potential customers for their orders.
The placement of an actual order for our clients’ goods and services should be the primary goal of every mobile marketing campaign. Now while that seems pretty obvious, sometimes it isn’t because many mobile marketers have a long history in traditional media.
This is where huge budgets and a lack of accountability brought on by poor return on investment (ROI) tools mean very often all that’s going on is so-called “brand building”.
Translation: ‘brand building’ refers to those over the top TV ads where a voice with an accent you can’t place is reading a never-ending script you can’t stand. Only after the longest 45 seconds does the brand make an appearance, as does the flimsiest of links between the company and whatever cringeworthy life’s lesson was being narrated by the bearded wonder.
Perhaps if there was a short code or a QR code displayed beneath the brand identity, all of the above would have been worth it. Mobile marketers are ‘back to basics’ kind of people and we understand that clients really should be moving product when they’re embarking on any kind of marketing campaign. This is why InTarget tells its clients that there is nothing wrong with inserting a bit of hard selling in mobile campaigns. It has to be that way, or else all of the wonderful reporting tools that are the hallmarks of mobile, simply go to waste.
In a nutshell, ask for the order, focus on delivering value to your customers, ignore the perpetual freebie brigade and the results will be surprising. There will be loads of people who see value in what you do – and are willing to pay for it.
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