It’s easy for people who have been in marketing a long time, especially digital marketing, to make claims that mobile marketing is a waste of time. MobileStorm CEO Jared Reitzen put up a passionate post earlier this week confronting the prejudice against mobile marketing among e-mail marketers.
One of the biggest problems with email marketing is the turnover rate of email addresses. Within one year 33% of email addresses in your campaign list are no longer valid. Cell phone numbers have a far lower turnover rate, and most people keep their cell phone number for life. With virtually no delivery issues and 95% of cell phones SMS enabled, getting the message in front of eyeballs is much easier via mobile than an email campaign.
He concludes that the biggest hindrance to mobile marketing is the opposition from e-mail marketers, who are bitter about problems with email marketing and don’t understand how mobile marketing differs from email.
“I speak with prospects all the time that won’t try mobile because they feel their customers will get upset,” writes Reitzen. He points out that mobile marketing can equal a “horrible user experience if not executed properly.”
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