I just read this article and I loved the quotes (uhh, I mean excuses)
Here are a few relating to the early success (or better termed ‘results’) of mobile marketing campaigns (Texting by the numbers, Steve Smith, MediaPost, 12/16/2008, http://www.mediapost.com/publications/?fa=Articles.san&art_aid=96827):
"It is early days."
"The learnings will be invaluable moving forward."
"But these folks who did opt-in are our core customers with a great multiplier effect."
"The user feedback loop alone was worth the effort."
These are great. If you have others I would love to hear them.
Is there an inverse relationship between the ferocity of the excuses and the level of response?
In any case, the real issue is how do you measure response to determine true marketing ROI and ROMI? Is it just those that responded or was there a brand value for those that saw the ad, were moved by the ad, but just didn’t respond through texting? It’s all these effects that we need to measure and at some point correlate to sales. Then the excuses can turn into, “it’s the early days, but we did increase revenue by 14% and we can prove it…”
Let me know if you have some great excuses. I know I’ve heard them all, but that was when I was just trying to get a date….
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