The web has gone mobile, and so must your marketing

Textlocal MD Darren Daws talks about the benefits of mobile marketing in a Digital Focus feature in the Chartered Institute of Marketing magazine, The Marketer.

Mobile engages

Most brands would shy away from using bought-in lists of mobile numbers, even if those customers opted in to third-party communications. But mobile’s a great way to gather responses to a campaign and stimulate engagement – text to win, for example – or as a customer service tool.

The key to this approach is that the customer is in control. They can choose to opt in to receive news and updates about special offers and, if they agree, they get benefits they wouldn’t otherwise.

CIM affiliate member Darren Daws is managing director of Textlocal, which provides a text messaging platform used by shops and restaurants. “Our clients see fantastic results from mobile activity,” he says. “Results range from a restaurant in Warrington that generated £400 of bookings in an hour from a £28 campaign spend, to Domino’s Pizza spending £350 to generate £10,000 revenue with just a couple of minutes’ work. Mobile is a great medium for communicating with existing customers and telling them about special offers.”

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