We have had a good Christmas at MC&C. Many of our clients took advantage of consumer availability across the two week holiday to run heavy weight campaigns. And almost without exception they were very successful.
Inevitably some were more successful than others, so in a compare and contrast session yesterday we looked for lessons. And one jumped out at us.
Three campaigns stood out from the pack; two nearly twice as successful as expected and one some 75% below expectations.
And guess what - there’s a theme.
The two pack leaders were both totally focussed on a mobile call to action. “Do this, via SMS”
The laggard had no mobile response channel - just phone and web.
Now we have banged on about the growing importance of mobile before - our call is that circa 30% of total response can come via a mobile device and its net incremental response. But these results push the boundaries.
So we checked our ART™ database to establish benchmarks for 2011 as a whole and for calendar 2012. Not surprisingly we found that consumers are more likely to respond via mobile in 2012 than 2011. But the speed of change shocked us. The growth rate was more than 30% in just one year.
We are not suggesting that adding a mobile response channel to your business is a panacea that will cure all evils, but it does seem to be a welcome pick me up. More on this at the end of the month when we devote our monthly seminar to the topic.
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