When a new technology appears, often what comes with it are new fears and myths surrounding the mysterious new form of tech. Cameras could, at one point, steal the soul.  Computers were supposed to replace the entire human workforce. We tend to be a cautious bunch, us humans. Thankfully, time and again people have come out to bring truth to the masses. Here’s some truth to the myth of mobile marketing:

Myth #1: Mobile marketing is not a proven way to gain business!

You’re crazy. Need proof? How about the current President of the United States, Mr. Barack Obama. Mr. Obama used mobile as a core strategy during his campaign. He would send out SMS messages to possible rally attendees when he was in town, could request donations via mobile, sent out thank you messaged via SMS and even announced his presidential running mate, current Vice President Joe Biden, via an exclusive SMS test message to his followers. 2.9 Million subscribers received a text message from the Obama campaign. I’d say it worked out pretty well.

Myth #2: Mobile marketing is too hard to measure the ROI.

Mobile Marketing is measurable in ways that are more accurate than many other methods of marketing. Mobile is a permission based system. This means that if someone has opted in, they’re interested in the content that you have to offer. Hits on keywords can track actuall participation much more accurately than pageviews or billboard views. Your measurement could be as simple as those that have opted in to your program. If you’re going the mobile coupon route, redemptions are just as easily trackable and can be integrated into a current POS system.

Myth #3 - I have an iPhone app. That’s enough.

Apple has currently sold 17 million iPhones. That’s a lot of iPhones. The cell phone industry sold 1.15 Billion SMS capable phones in 2008 alone. That’s 1,150 million. A lot more than the 17 million iPhones on the market. An iPhone app is the hip, current thing to do right now, and personally I’m not opposed to it. I’m attached to my iPhone. But as a company, how far would you like to extend your reach? 98% of your potential customers will have SMS capable phones, a much broader market than those with an iPhone. We Apple geeks hope for a heaven where every phone is an iPhone, but we’re not quite there yet.

Myth #4 - Mobile Marketing is nothing but Spam!

Having users opt in means they’re open to relationship. Mobile is about building community, not blasting people with spam. Mobile Agencies are required by carriers to go through a rigorous approval process before they can even begin a mobile campaign. The Mobile Marketing Association has set multiple guidelines for marketers to utilize in that campaign, including educating the user on ways of opting out if they so choose.

Myth #5 - Mobile Marketing will only work on a small amount of cell phones!

There once was a time where this was relatively true. In it’s infancy, mobile marketing was a mess when it came to navigating carriers. Fortunately, all of that is behind us. Thanks to mobile carrier aggregation, mobile marketing is available through all of the top tier and second tier carriers.

Mobile Marketing still seems to be relatively new in the U.S. but has become a core component of marketing strategies worldwide. As mobile grows in use, more myths and fears will come up, much like the growth of any other technology. When those myths do come up, we here at Buzz360 will be there to bust them! What other myths have you heard?

-Chris Bergman

Photo by Adam Howarth