SMS Text Message Marketing Signals Shift in Agency/Client Relationships - Page 3
Result:
Value indirectly proven yet the client must certainly be happy having taken a data driven approach to marketing as opposed to a “pray and spray” mass media method. The client also now has a good sense for its most engaged customers. Having seen the power of mobile marketing, the client decides next to implement a loyalty rewards program designed to increase purchase frequency.
From Offers to Cultivating Loyalty:
The client, now on board with the value of mobile marketing, calls the agency team to create a loyalty program that initially targets customers by zip code where sales increased the most during the “buy one/get one free” promotion. These customers are invited to join via SMS text message or email, and do so by visiting an online web form on the client’s website where more details about their preferences and interests are captured. These transactions in turn trigger unique initial offers designed to drive more frequent visits and greater market basket value, based on business rules (e.g. mother with two children is offered product X, single man age 25 is offered product Y).
Results:
By now the client has upgraded its POS systems and the field operations team is no longer averse to extending the checkout process with mobile offer code redemption. Now, redemption by these very loyal customers can be tracked directly.
The client advertises membership in the club on its website for anyone to join for a nominal fee. The free offer was only extended to those who participated in the earlier promotion – those deemed most engaged with the client’s brand.
I could go on, but hopefully agency readers and their clients get the point. Mobile marketing is not about a one-time campaign – it’s a unique opportunity to reach customers on their personal devices in ways that drive sales and cultivate loyalty. To take any other approach is wasteful, shortsighted, and spells death for any agency hoping to compete for client mobile budgets. Working together, technology vendors, agencies and their clients can achieve breakthrough results.
Follow Technorati