Monday, January 24, 2011
Details of a Mobile Campaign
How and why to run a mobile campaign.
Although nine out of 10 U.S. adults today use at least one mobile device and 35 percent of mobile
phone users now pay $100 a month or more for service (Experian Simmons 2010), interactive mobile
marketing is still new and unknown terrain for many advertisers.
Experienced advertisement buyers can buy radio or television time, or print or outdoor space with little effort, because these channels are routine and familiar. But mobile is such a fresh idea that many advertising veterans are confused about how to implement and position it. As a result, many advertisers dismiss the idea entirely.
Some of the larger advertising agencies have jumped onto the bandwagon by using in-house teams of mobile strategists, but many smaller agencies still haven't figured out where mobile fits into the bigger picture. And it is all about the bigger picture. Here are a few points to help advertisers make decisions about how and why to use a mobile campaign:
• If you to want to establish a real-time, interactive connection to your audience, mobile marketing is the most direct route. Consumers are not sitting in front of their television or computer 24 hours a day, nor are they always listening to the radio, reading magazines or looking at billboards. But they are connected to their mobile phones at most times.
• Mobile marketing is never a free-standing advertising system. It works in tandem with print, outdoor, broadcast or Internet advertising by offering a call to action that prompts consumers to respond by sending a text message to the advertiser. The key is to understand mobile marketing as a piece to a larger campaign, and to find ways to fold it into standard advertising methodologies.
• The mobile component must be incorporated from the very beginning, when branding and marketing strategies are being defined. To create a synchronized, consistent statement in terms of imagery, language and overall content, mobile should be built-in at the roots of an ad campaign, rather than pieced in later. The mobile audience is different from other audiences. If you want to reach this audience, the entire marketing plan and everything communicated must be built with mobile in mind.
• Use unique keywords. When mobile is part of an overall marketing strategy, using different keywords for each channel – Web, print, broadcast and radio – will help your mobile component serve as a response-tracking tool.
• Remember, mobile is also a database collector, so you can look at the mobile component of your marketing strategy as a database-building campaign. When used in conjunction with an online strategy or another traditional channel, the database capability alone makes mobile an important piece of the overall plan.
• Don't forget to integrate social networking sites depending on your demographic, such as Facebook,
Twitter, LinkedIn, YouTube and MySpace, into your mobile campaigns.
Even though mobile marketing is still an emerging advertising channel, it is predicted that advertising spending on mobile campaigns in 2010 will increase by 80 percent, and many brands project that their mobile advertising spending will double (Mojiva 2010).