The best reason to market to mobile users is simple. There are billions of mobile users throughout the world. Of that, more than 200 million reside in the United States. If that is not reason enough, imagine these statistics. If just 1% of Americans respond favorably to your campaign that means 2 million people will either visit your site, think about buying your product or service or do whatever it is that you are asking of them. If you manage to close just 10% of these people (remember they are already there and are interested so the number is likely to be more), that means you have succeeded in closing with 200 000 people. That’s a pretty big number no matter who you are.
Now, extrapolate these numbers globally. There are 5 billion mobile phones active in the world, many in countries that are simple to do business with. Mobile marketing allows you to go global and target demographics that would otherwise never even know you existed.
Imagine if you are trying to generate traffic for your website? 200 000 people visiting your website is a fantastic number. And, if you have you social networking, SEO and backlinking techniques working for you, those 200 000 people will most probably generate more than double that and drive your ranking on search engines higher than they’ve ever been. Of course, this increases traffic and so the circle continues.
Another reason to market to mobile users is the fact that they are so accessible. Most people carry their phones with them during the day and sleep with them close by during the night. This means that they are most likely to read your message as soon as they receive it, with no effort on their part. Spreading your message without people actually having to read a pamphlet, watch and ad or go visit a website is a great way to increase the chance of those people reacting favorably to your message.
Marketing to mobile users is also very cheap. There are companies and software packages that will sent messages to a database of mobile numbers with the content you specify for bulk rates. These bulk rates are much cheaper than individual messages and therefore many messages can be sent simultaneously at a relatively low cost and for relatively little effort.
Of course one must be very careful not to “spam” (send messages that the recipient may not want) mobile users. Not only is the practice illegal and unethical, it could have the opposite effect of what you are trying to achieve. Most people will never buy from unsolicited marketing. Of course, some do which is why the practice is so popular. However, there are much easier and successful mean to market to mobile users.
So, all in all, it is a great idea to market to mobile users. It is cheap, easy, effective and, if done correctly, very rewarding. However, consider carefully how you go about it because, once lost, a mobile user is a very difficult person to persuade back to being receptive.