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Apr 20
2010
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"How Mobile Works: Mobile Campaigns, Websites and Applications"
David Nies and Jennifer McCoy of Ballyhoo Marketing presented a special workshop on Mobile Marketing. We took a few moments to chat with David on this new trend in marketing.
IABC-FC: Ballyhoo Mobile Marketing. How did you guys come up with "ballyhoo" as your business name? DN: All the credit here goes to Jennifer. I wanted a name that was an intangible like Yahoo or Google. Jennifer got to work on finding something that fit our corporate culture and decided on Ballyhoo since it is a traditional word meaning "a clamorous and vigorous attempt to win customers or advance any cause."
IABC-FC: Very interesting!
DN: The name accurately fits us. We are one of the very few mobile companies in the US who do not retail package online but rather meet with businesses to help develop and implement full, strategic mobile marketing strategies.
IABC-FC: Using mobile to market, or communicate, is such a hot topic in marketing right now. What is the #1 question you are asked by prospective clients?
DN: The number one question we are asked is "How many people are on your list?" A new mobile campaign begins with a zero list. As a campaign runs, the list builds which makes mobile marketing different from direct mail. When done properly, a marketer may include a message such as "For more information on widgets, text WIDGET to 72239 now" in a traditional marketing outlet (radio, television, print, etc). The potential customers who respond to the campaign are hugely qualified. Many of our customers see response rates to offers in the 20% range.
IABC-FC: Your website has a nicely termed section titled "Wisely Asked Questions" ~ just wanted to point that out! So, is mobile for every business? If not, how do you help the business owner determine whether mobile is good for them?
DN: Thanks! The term "Frequently Asked Questions" makes the assumption you want to know what others want to know. With mobile, marketers often want answers to questions they don't even know to ask yet so we help them out in our WAQ section.
Is mobile for every business? Of course almost nothing is absolutely good for everyone. Fortunately, mobile is very broad in its reach and application. Mobile works as well for sales and coupons as it does for alerts and information, so it useful for industries from restaurants to medical care to clubs and organizations. When we meet with a marketer or business owner, we look at their current marketing mediums and any offers or call-to-actions offered. After reviewing these two major components we almost instantly know whether mobile is a fit or not. If it is, then we help them develop a strategy to implement mobile, quantify the results, and generate revenue.
IABC-FC: Any predictions for mobile marketing in the next 2 years?
DN: From Nielsen to Borrell Associates to CNNMoney, everyone projects the money being spent in mobile marketing to continue its hockey stick-like growth curve. Mobile apps create a lot of buzz but are tricky financial investments for companies since it is very difficult to quantify revenue generated. Mobile banner ads and mobile SEO will be an area of significant spending.
Basic text messaging (SMS: short messaging service) is functional on roughly 98% of all cell phones. SMS gives everyone a way to communicate with your business and helps to increase customer loyalty.
The mobile web is currently being used by almost half the number of people using the fixed internet (computer based internet). We are currently spending a lot of time getting many of our clients fluid on the mobile web with an integrated SMS program and I think this will continue for the next two years.
IABC-FC: David, thank you for taking time away to speak with us about this growing trend. I know we went over our allotted time during this interview. We are excited to be working with you!
DN: Thank you! And no problem...it was our pleasure!