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The myth of mobile marketing ROI

September 16, 2011

ROIAlright, first off I need to put a qualifier on the title. I’m specifically referring to the SMB’s out there. Big brands have super big ideas and those always take some ciphering to determine whether they’re worth executing.

For all businesses, ROI is almost always an integral part of every decision. Operating Ruxter, I understand the need for ROI analysis. Most of the time it’s just some quick mental arithmetic, and other times it’s a more detailed process, but ROI guides the investment of all of our resources.

Resources are always in short supply for small businesses and that is what makes mobile marketing such a natural fit as you will see.

In the last two years the number of mobile marketing options available to small businesses has grown enormously. And because of the many competing solutions, the costs have come way, way down.

In fact, the expense of creating and operating ongoing mobile marketing efforts are now so low as to render any ROI analysis that takes more of your time than reading this blog post a waste of time. The investment of both time and money is now so low as to be immeasurable, yet the possible returns are left to your imagination.

To break it down using Ruxter’s lowest cost plan of $29/month (which is probably less than your monthly phone bill), you can have a:

  • Mobile optimized website complete with a map and click-to-call. (This will take you less than 15 minutes to setup)
  • Text messaging to reach up to 250 customers twice per month
  • Your own custom keyword and shortcode
  • Real-time analytics to measure the effectiveness of your campaigns

And so you still might ask how does this make ROI irrelevant? How about looking at it this way – using the example above, you can reach 250 of your customers directly for $.06/each anytime you want to! Compare that to running an ad in the local paper or sending a direct mailer. And if you really want to know where that $.06 went, you can check the analytics and see when and how many customers read your message!

SMB’s take notice! In the mobile space you can now compete toe-to-toe with the big brands.


John Epperson

John Epperson is a co-founder and President of Ruxter. Having worked in various fields across the technology spectrum in the last 20+ years, John has gained a broad understanding of technology. Together with the Ruxter team he has developed a web-based application that allows anyone to quickly and easily harness the power of the mobile internet. You can contact him here. Follow Ruxter on Twitter.

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