Posted by: Kelly Hall, Account Manager
Mobile connections recently passed the 4 billion mark around the world according to industry association GSMA. Those connections are predicted to increase to 6 billion by 2013. With increasingly innovative mobile technology, and equally innovative advertising platforms geared specifically to mobile, many marketers are jumping on the mobile bandwagon. From text message campaigns, to mobile websites, to advergames, mobile marketing is upon us. What can you do to mobilize and stay ahead of the trend?
Here are 3 tips:
1) Identify if, and how, mobile marketing is an ideal fit for your target audience.
To date mobile marketing has been largely a B2C endeavor. That said, there are many different ways to leverage mobile marketing for a B2B audience as well. For instance, mobile websites have risen in popularity amongst B2B audiences, possibly because this audience is utilizing their mobile devices to find information online, on-the-go.
2) Design your mobile campaign to complement, not supplement, your current efforts.
Mobile marketing should support, or be supported by, your other online advertising. For instance, if you’re slated to run a print ad, why not invite readers to text “4MORE” to “4LESS” to receive more information. Then you can provide them with a link back to a lead generation-focused landing page or microsite that is better equipped to provide communication that will convert them into a sales lead.
3) Identify if your mobile campaign is designed to create buzz, increase sales or customer retention, or build a database for future campaigns. If it’s not doing one of these things, why are you doing it?
While mobile marketing is a new marketing venue, there’s no reason to undertake it just for that simple reason. Mobile marketing, and all marketing for that matter, should be undertaken with a very clear goal/objective.
The industry is young, and there are kinks to be worked out, but mobile marketing is here, and here to stay. As it gains momentum we will continue to evaluate the significance of mobile marketing to overall marketing programs.
