second course – Get UR Mobile Campaign Right!
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 tamara.gruber@crispwireless.com and you can follow her on twitter.
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Hi Tamara,
You’re exactly right, companies running mobile marketing campaigns need to know that “awareness” is not enough, especially when you consider the power of a phone in the hands in someone ready to buy. Click-to-call xhtml code is unbelievably easy to implement, and companies that want phone calls and leave this off are leaving money on the table.
I’ve seen a lot of promotions hit and miss. Budweiser is a being a notable example of not tying their budbowl.mobi mobile campaign in to the best opportunity they have, superbowl ads (plus it wasn’t possible to opt in by phone, visitors had to sign up via computer). My personal favorite is Papa John’s pizza. When I receive an SMS message from them, at least 1 out of every 5 messages I’m likely to buy a pizza.
Keep up the good questions, and I’ll see you on twitter as @mobienthusiast.
Holly,
Thanks for the comment and the tweet. I agree, Budweiser was an advertiser on the TampaBay.com mobile site during the Superbowl for BudBowl but I was still surprised that wasn’t tied in more directly. Would love to tweet with you and get your feedback on campaign ideas in the future.
Tamara
@Holly – great insights and i share your view on click-to-call. we have seen that utilized extremely well in political campaigns.
@Tamara – as always, thank you for cooking up some great stuff! we hope to have you back in the diner again — real soon!
Best, Chris
You are on the spot here. If you mix “going-all-the-way-calls to actions” in the ads with good targeting, brands will start to see a whole new level in terms of reponse rates and ROI on their campaigns.
In a browsing scenario targeting becomes very exciting. If you were a marketing exec at Pepsi would what would your reaction be to this pitch?
- Campaign with cupons for new soft drink targeting health conscious women over 20.
- Ads wil only be shown at lunchtime and outside office hours when it is warmer than 20 degrees Celcius (sorry I’m from Europe) to women over 20.
Yes, the reach is lower. But what do you think about the conversion rate?
This is a pitch that many mobile sites can deliver on today. We just need start the preaching.
Great insight and right on the spot. I am posting this article on my website today. I thought the bud bowl would be tied in a little more.
Interesting article. In terms of Mobile ad platform, you should try Aditic. They have sharp metrics and targeted audience. My agency uses their ad platform for its Mobile Ad campaigns and we are pleased with our ROI.www.aditic.com
Mobile marketing is the new tread of marketing products because of uses of mobile phone. According to recent survey about 90% US people read sms and this shows how people interested in mobile. Sending sms through shared short code or own brand short code to customer helps to reach your products to customer. Short code is now used by all popular reality shows, programs, games and election campaigns to send or to populate their message to targeted audiences. See also http://www.txtimpact.com/shared-shortcode.asp
Mobile marketing is the most growing marketing strategy these days to promote brands, business, services and organization. Mobile marketing come in focus in recent few years, especially due to fast growing mobile phone uses across the world. Analyst Estimate that in 2008 about 3.4 billions text messages send worldwide and the response rate of these text messages were about 70%, this statistic attract shoppers, business organization to invest in mobile marketing. Today all top brands and organization using mobile marketing campaigns to promote their products.