Question

Topic: Research/Metrics

Mobile Marketing

Posted by adam on 10/2/2008 at 2:55 PM ET 50 Points
I am working on a proposal to pilot a mobile marketing program with our customers. Our company is very conservative and not sure our customers would opt-in to a mobile marketing program.

So, I want to conduct a research study with our customers to find out interest level in this type of program. Any thoughts on what research questions I should ask?
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RESPONSES

  • Posted on 10/2/2008 at 3:28 PM Accepted
    It's difficult to give you the right questions not knowing or understanding the benefits your clients will receive when using your services.

    What you want to do is pre-qualify, as well as find out if there is a market for your services.

    That being said here's a formula to start with.
    1. list all the benefits your clients receive by using your mobile marketing program
    2. make a profile of who you think your ideal client would be. example - business has to be doing 2 million per year - has to be a business with less than 10 employees - yearly advertising budget must be at least $150,000. Ask those questions at the start, they're the easy ones because people don't have to think, they already know these answers
    3. ask questions that lead to the answers of the benefits their business will get if they use this new service. example, ""do you think your sales would increase from having all your ads done by a professional marketing company"
    4. ask what price they would pay for those services
    5. last question should be "what services would you like to see us provide that would be a benefit to your Business"?

    You may have to bribe them to get the survey done by offering a prize, discount, free product or service with next order...something...you can buy a $20 to $30 dollar value item for $5 or $6 bucks. Next give a short deadline, 5 to 7 days... and follow-up, reminding them of the ethical bribe, at least 3 times. otherwise you'll get almost zero respone. If you have sales reps on the road or customer service reps get htem involved and bonus them based on the number of surveys they get filled out. This could be fun!

    Spend the time and money to see if there is a market before you spend a ton developing a product where there isn't a market.
    Ron Romano
    [URL deleted by staff -- please pay attention to our Important Guidelines and use the My Profile page for that info.]
  • Posted on 10/3/2008 at 3:14 AM Member
    Before going to this sort of marketing it is better to take advice from experienced persons for successful business marketing.
  • Posted by clpsf on 10/5/2008 at 1:41 PM Member
    I'm assuming you're doing this because you have evidence that the higher percentage of your customers own mobile devices and use them, or will use them, as more than just a telephone convenience? Will your customers and your customers' customers (the individuals they'd be targeting with the mobile marketing) download widgets and other applications into their mobile devices to allow everyone to make the most prolific, optimized use of mobile marketing?

    There are a number of studies concluding that mobile marketing is not yet a producer for advertisers (both as to financial returns -- e.g., ROI -- and other marketing objectives, like increasing traffic to a Web site, or whatever). It's being used mostly in combination with traditional and online marketing to support and extend these media's outreach and for pinpointed, localized advertising. For example, CBS conducted a locations-based mobile advertising (localized banners) campaign in combination with its TV ads.

    If you haven't already done so, you might want to do some research on emarketer.com (among other sources). On eMarketer, you'll see mention of the above CBS campaign (conducted with Loopt, a social mapping service), and other useful information that can help you to support your idea to your customers. (Also look at uLocate.com as a resource for location-based marketing).

    I would use information, both positive (e.g., profits) and negative (e.g, costs; the fact that consumers fear being tracked), as a prologue to a survey question, such as:

    Question: A study by [Source Name] concludes that adding mobile advertising to a print [TV, online, etc.] campaign improves advertisers' return on investment by XX% and greatly improves outreach and brand awareness. If we created a mobile marketing program, would you advertise with us in light of these benefits versus the average mobile marketing cost of $XX? [Cite the source of the study.]

    This is just off the top of my head and not offered as the optimum question. You know your customers best and therefore, you would know how to best approach them.

    By the way, you might want to read the eMarketer study from which I pulled some of the above information at https://www.emarketer.com/Article.aspx?id=1006609&src=article_head_sitesear.... There are some "rules" that everyone venturing into mobile marketing should learn.

    Good luck.

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