Guest Chef

General and Guest Chefchris on 15 Feb 2009 01:09 pm

Second Course by Guest Chef Tamara Gruber…

Getting Mobile Right

Whether your campaign objectives are direct response or branding, there are a few important considerations to keep in mind when testing the mobile waters.

1.  Think Beyond The Click

Here’s the scenario, I’m browsing the mobile web and I see an ad for a brand I’m interested in, so I click the banner.  This brings me to a landing page with some brief copy about how wonderful the product is.  Done.  Seriously?  That’s it?  Tell me where to buy, tell me more, show me pictures, let me sign up for coupons or alerts on availability, engage me with a video and sign up for the next installment in this funny series, make it really cool and I’ll send it to a friend.  Maybe even paste it on my Facebook page so all my friends can check it out.

2.  Offer Mobile Content

Give me contact snacks that are relevant to me when I’m on the go and make it easy for me to share with my friends.  Get your spokesperson to record a ringtone or voice-mail message.  Give me a useful tool that is relevant to your product but helps me when I’m mobile like finding the cheapest gas, get a tip calculator, calorie counter, etc.

3.  Don’t Make It A Secret

Have a mobile presence or campaign?  Awesome, tell me about it.  Redirect traffic from mobile devices to a site optimized for mobile consumption with relevant content.  Make sure I know about it when I visit your website.  Let me sign up for coupons via SMS so I don’t have to remember to print something and bring it to the store.  Send me an alert when you have a special offer or something new.  Include your short code in your advertising (and keep it up long enough for me to write it down…remember the early days of the web before search was what it was today?).  Provide a mobile response channel for ALL your out-of-home advertising.

What are YOUR favorite mobile marketing campaigns?

What brands would YOU like to see on your mobile?

Please share your hits and misses!

About the Author – Tamara Gruber is Vice President of Marketing at Crisp Wireless.  She can be reached via email and you can follow her on twitter.

General and Guest Chefchris on 12 Feb 2009 01:00 pm

First Course…

Putting Mobile in the Marketing and Advertising Mix

Amist the doom and gloom over print and online advertising revenue predictions, there have been some highlights and positive outlooks for mobile advertising.  So if we accept that investment in mobile marketing and advertising will continue to grow in 2009, albeit not necessarily at the level some of us would like, there still remains the debate whether mobile is better suited for branding or direct response marketing campaigns.

Mobile Advertising: Branding or Direct Response?

My answer is both.  The mobile medium is well-suited, with its ubiquity, always-on nature, and relatively uncluttered landscape, to increase your brand recognition.  Mobile advertising has proven to aid in brand awareness and intent to buy.

As appropriate as mobile may be for branding, mobile also inherently offers a direct response given its connected nature.  Whether its click-to-call, click-to-locate, click-to-buy, click-to-video, or click/text-to-subscribe, consumers have multiple avenues of responding to and interacting with your brand.  Recent direct marketing campaigns offering mobile coupons, sweepstakes entries, invitations to VIP clubs, and alerts have generated phenomenal response rates for the likes of Ed Hardy, Little Ceasars, Church’s Chicken, and more.  In fact, research has shown that mobile advertising and mobile SMS campaigns outperform online response rates.

Continue Reading »

General and Guest Chef and Policy and Privacychris on 02 Feb 2009 08:37 am

It was only a matter of time, of course, until privacy concerns would migrate to the wireless world.  As the popularity of handsets such as the iPhone and the BlackBerry Storm soars, and with it consumers’ appetite for mobile content and video, mobile marketing firms have found a new, deep vein of advertising potential — more targeted and personalized than ever.  Not only can online marketers now reach consumers on the go, technology can now reveal where mobile consumers are located at any time – inspired in part by the FCC’s E-911 mandate a decade ago that wireless carriers provide emergency 911 dispatchers with callers’ locations.  Add to this innovative mix the capability of tracking users’ online activity, and you have the makings of a powerful new way to reach and satisfy the tastes of mobile consumers – that is, assuming they don’t mind.

It should come then as no surprise that privacy advocates would soon train their sights on the wireless market and the mobile advertisers.  Recently, the Center for Digital Democracy (CDD) and the Public Interest Research Group (PIRG) filed petitions with the FTC, urging regulators to investigate mobile advertisers and even consider new rules to protect the privacy of wireless consumers.  The petition cites a raft of new innovative tools – including location-based targeting, user tracking analytics and data mining – now employed by mobile advertisers as threats to consumer privacy.  Mobile Marketers like Admob, Bango, and Marchex, argues CDD and PIRG, collect information from mobile users without sufficient notice.  Continue Reading »