Dan Butcher at Mobile Marketer picked up on an excellent research report put together by Forrester. Let's start with the lede:
“How do I justify the cost of building out our mobile services?” is a question that Forrester is fielding with increasing frequency. Here is the research firm’s advice to brands and marketers.
Why are they fielding the question so often lately? Because business owners know that 2010 is going to be another huge year for mobile. The questions are: How do you get started? How do you calculate the ROI on your mobile spend?
The first part is easy. You can learn more about mobile coupons, SMS marketing, and more at TellMyCell. See our pricing plans and try the service for free :)
So how do you calculate ROI? Read what Forrester has to say:
In the study, Forrester broke down the process of calculating the ROI of brands’ mobile initiatives into four key steps—identifying benefits, estimating the value of the benefits, calculating costs and building a model—to help justify the resources they need for mobile without getting lost in the details.
...
Calculating the ROI of emerging technologies and services that depend on consumer behavior is challenging. Some argue that it is part art and part science.
Ms. Ask provided various tips and pitfalls to avoid that should help marketers through the process of obtaining the resources they need to build their mobile services.
First, do not let ROI alone drive decision-making.
There are a wide range of qualitative reasons to invest in mobile services.
Learn more at Mobile Marketer. Ready to get started right now? Check out TellMyCell's SMS Marketing Plans & Pricing.
Those type of article help a lot our industry.
Posted by: Victor Aloi | 01/12/2010 at 06:30 PM