Vodafone owned Sarmady in Cairo, Egypt, were part of the marketing mix to sell the Internet Marketing Seminar with Michael Leander in Cairo. Yesterday Sarmady published the case study. And while I do understand the mechanisms and advantages of mobile marketing, I was quite surprised by their numbers.
Here is a quick overview of the case study.
Campaign Goals
* Create awareness about the event targeted at business profiles
* Generate traffic and online reservations through WEB and WAP sites
Tactics
* Mobile Channel:
WAP site development
Targeted SMS campaign (corp. tariff & owners of BlackBerry, HTC, iPhone and Nokia E series)
WAP banner on Vodafone Live English portal
* WEB Channel:
Banners targeting Egypt on Aljazeera.net, Mubasher.info, Elyoum7.com, FilGoal.com, kooora.com, ContactCars.com, swalif.net
Results
* 4,200 visits to the event’s WAP site
* 6,300 visits to the event’s website
For marketers, I think that is definitely something to think about. Now the ROMI - Return on Marketing Investment - has not yet been calculated at time of writing this, however to me this looks very much like an efficient media channel.
Obviously the challenge of mobile marketing in most countries is the permission part. Most companies do not have a sufficiently large amount of mobile marketing permissions and in many countries third party communication to cell phones is not allowed. But if you have obtained critical mass in your mobile marketing subscriber-base, you definitely should consider this channel - even for B2B marketing.
If you want to learn more about Sarmady in Egypt, contact them here.
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