Who Are We?
Poetry vs. Plumbing
The Cutting Edge
Courses & Events
News & Updates

Articles & hot news | 10 tips for successful mobile marketing

Created by Charlotte Østergaard Jørgensen   |  November 04, 2008 17:09

The face of mobile marketing is changing, folks. And it’s not due to the present financial crisis. The big market driver and opportunity for marketers is wireless Internet everywhere – in the home, in trains, at cafés, and on mountain tops.

By Jonathan Winch

But watch out: mobile marketing is not marketing as most people know it, and the learning curve can be steep. To help our members make the most of this fantastic media, we’ve put together 10 valuable tips:

  • Where are they? And what are they doing? Technology – or just plain reasoning – helps us to locate people and know what they are probably doing. Tailor your offers, format and content to match context. If you’re sending to a teenager, recognize that being out on the town Friday night has different implications for your message than sitting at school Monday morning.
  • Give your message a makeover. Need inspiration? Think about how old media like radio/audio or video streams can be delivered in new ways on mobile devices. Perhaps some of your existing content can be reshaped and optimized for people on the move.
  • Let them tell you what they think. Mobile marketing is new territory for just about everyone – so you’re likely to make a few mistakes along the way. Maybe it’s a privacy issue, maybe the required interaction is too complex for people to figure out on the run. So make it possible, and easy, for your audiences to tell you how they experience your campaigns. Then fine-tune to suit.
  • Use the technology. Today’s mobile devices are packed with functions – navigation, video, touch-screens, motion-sensing, stereo audio. So make use of it all to engage and entertain your audiences. If you do it right, they’ll be sure to let their friends and colleagues know.
  • Think social networking. When Obama’s net-savvy marketers created their iPhone application, they were leveraging the power of social networking on a mobile platform. The app encouraged and assisted people to mobilize their in-phone address books to spread the word about the (probably) next president.
  • No time to waste. Ever tried to grab – and hold – someone’s attention when they’re on a busy street? Through a 4cm2 handheld window? It’s not an easy task for beginners. You’ve got to cut to the chase as quick as you can, keeping both messages and the response actions you need as short as possible.
  • Make passing it on easy. If your campaign has real appeal, make sure that people can effortlessly pass it on to their family, friends or colleagues.
  • What’s the status? Few things motivate today’s fashion and status-conscious mobile consumers more than a touch of exclusivity. Think your offer and content through to see if you can build a special, just-for-people-like-you, VIP incentive into your campaign. Check out the ‘iamrich’ iPhone application for inspiration!
  • Think broader. It’s a time-proven principle of marketing: for maximum impact, it pays to hit your audience via more than one media. So, for optimal results, think mobile marketing into your “normal” campaigns – and other media exposures into your mobile campaigns.
  • Something for nothing. “Free” is the No. 1 word in any direct marketer’s book. Everyone’s out to get something for nothing – or at least for a bargain price. Remember to include a sharp offer in almost every campaign and you’ll find it easier to grab and hold the recipient’s attention. Of course, it helps with sales, too, particularly in these economy-conscious times.
Up

0

Down

0