Many businesses are unsure of the potential return on investment from mobile marketing, but recent research commissioned by SoundBite Communications* found 52 percent of respondents said they experienced positive returns from a mobile marketing strategy.
"While most companies found success, some weren't as fortunate. The report found that businesses using the marketing strategy have experienced an average ROI of 32 percent, and nearly 75 percent of marketers are increasing their investments in mobile strategies.
"Consumers' rapid smartphone adoption is an absolute game-changer," said Mark Friedman, executive vice president of the mobile services business unit for SoundBite. "This survey proves that those that invest in growing and managing mobile marketing databases in an intelligent and compliant manner have a tremendous opportunity to reap the rewards with high ROI marketing programs."
The benefits of mobile marketing have been in question until these types of reports examined its effectiveness. Research like this can help young professionals with a marketing degree understand how important mobile strategies are becoming for businesses.
One mobile marketing strategy that has achieved success was implemented by Subway restaurants in Buffalo, New York. According to TechTarget**, local Subway restaurants sent coupons via text message to residents in the area through the My Subway Mobile program, which resulted in an 8 to 10 percent redemption rate, much higher than 1 to 2 percent through traditional coupons, according to the source.