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STRENGTHS
Most personal marketing channel available on the market
— Measurable for ROI purposes
— Completely permission-based, with opt-in required for marketing text messages
— Ubiquity of channel – 260 million mobile subscribers nationwide, 3.5 billion worldwide
— Many consumers giving up landlines for mobile
— Sales of smartphones with Internet capability booming
— Many marketers, retailers and publishers recognizing need for mobile presence
— Most powerful loyalty marketing tool
— Ideal comparison-shopping tool for shopping and buying decisions
— The future of couponing
— The future of search marketing. Google and Yahoo know that
WEAKNESSES
— Perception problem – always the bridesmaid, never the bride
— User experience with the Internet on mobile not ideal – screen size, keypad and slow network speeds
— Why not regular HTML browsers like the Safari on the Apple iPhone?
— Wireless carriers not innovating at faster pace
— Lack of standards across platforms and carriers
— Many mobile marketing service providers not sophisticated in marketing outreach – don’t tell, won’t sell
— Fate depends on four major carriers – AT &T, Verizon Wireless, T-Mobile and Sprint Nextel
— Inadequate outreach to advertising agencies and media buyer
OPPORTUNITIES
— Gives legs to other channels – store, online, television, radio, print and billboards
— Mobile is the future – no, the present – of database marketing. Marketers must have mobile loyalty program to complement online and offline
— Benefit from marketing dollars pulled from television, print and radio toward more measurable, ROI-driven media, a.k.a., the Internet and mobile
— Mobile advertising subsidizes content and services for consumers who understand the tradeoff
— More SMS text marketing for marketers and retailers targeting offers and alerts to opted-in consumers in database. Make the short code common
— More quality content on mobile as publishers launch mobile editions. More room for targeted ads
— Mobile coupons – killer app for mobile, along with mobile database marketing
— Mobile marketing jumpstarts mobile commerce sales
THREATS
— Mobile is treated as experimental budget – and cut
— Mobile marketing service providers hibernate, cut marketing outreach to world – and then complain why they are ignored in media-buying decisions
— Associations representing mobile marketers’ interests remain on bended knee to carriers. Not good
— Carriers increase commercial SMS delivery fees to opted-in subscribers. Will kill legitimate SMS marketing
— Funding for mobile service providers and mobile marketing firms dries up
— A carrier goes belly-up
— Legislation to enforce consumer protection on privacy, security, unsolicited messages, location-based ads, misleading advertising and children
— Ad agencies think mobile marketing is too complicated, thus delaying inclusion in multichannel marketing campaigns
— Sales of smartphones with Internet capability stall
— Upgrades to higher-price data plans slow down
— Barack Obama really gives up his BlackBerry
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