Replace Old School Marketing Techniques With Mobile Technology to Drive ROI

SMS Messaging vs. Permission-Based Digital Marketing
When text messaging became a hot trend, many companies rushed to capitalize by sending offers via SMS. Consumers often perceived this strategy as an invasion of privacy, and their annoyance turned to anger if they were charged for unsolicited messages. This resulted in a spate of lawsuits that exposed world-renowned brands to hefty liabilities — and a loss of brand equity.

Permission-based digital marketing is a better solution since it respects consumer privacy. By using Bluetooth or Wi-Fi, retailers can transmit offers to consumers within range to ask if they wish to receive an offer. Unlike SMS messaging, consumers have the opportunity to decline the message. Also in contrast to SMS, permission-based marketing doesn't access sensitive personal data like phone numbers.

Generating ROI (And Much More) With Mobile Technology
Permission-based mobile marketing is much more efficient than traditional coupons since it eliminates the waste involved in printing and distributing, and focuses more narrowly on consumers who are most likely to make a purchase. It's more focused than email blasts and less intrusive than SMS messaging.

A permission-based mobile messaging strategy protects consumer privacy while delivering relevant offers, which drive higher response rates and protect brand equity. With the right permission-based mobile marketing approach, retailers can gain rich, real-time data and analytics that allow them to make adjustments on the fly for even greater return on investment. It's a win for the consumer and the retailer.

Alex Romanov is the president and CEO of iSIGN Media, a provider of interactive mobile advertising solutions.