Mobile Marketing: No Longer a Tradeoff Between Reach and Targeting

Consumer marketers are naturally drawn to tactics that offer the greatest reach. Brand marketers, in particular, are reliant on distribution channels. As a result, the largest audience of possible buyers usually dictates where marketing dollars flow.

Yet a universal truth has emerged: The best return on investment (ROI) comes from targeted, personalized, and (often) one-to-one marketing methods.

It's been relatively easy to classify available marketing tactics according to how much reach or targeting is afforded by each, but mobile is different. Communication between a brand and consumer via text messaging can be an effective way to engage, share offers, and send/receive alerts, but the ROI is difficult to measure, and little is learned about consumers (aside from their mobile phone numbers).

So, what can be done to make the most of your mobile marketing dollar?

Overcome Mobile Fragmentation

The limitations of most technologies that run and track mobile SMS texting campaigns cause mobile marketing to have a "one and done" reputation. Campaigns are also underwhelming, considering that consumers expect marketing efforts to be targeted and relevant, especially when delivered via a digital channel.

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