Today, mobile phones can do a variety of tricks ranging from text to multi-player applications, multimedia messaging service (MMS) and live video streaming. With this in mind, companies are turning to mobile marketing as a way of promoting and selling their products to customers. They are aware that the mobile phone is an exclusive communication channel that allows brands a personal and direct approach with an individual.
To begin with, and in order for brands to be able to market their products successfully via mobile, the consumer’s permission must first be earned and protected. The consumer needs to be assured that the information being sent to them is personal and relevant to them. When subscribed to email marketing, consumers may be sent numerous emails that might not be of interest to them which they can then delete. However, mobile is less forgiving, which means that consumers will only welcome information that is of particular interest to them. At this point the audience should be given the choice as to whether they receive their messages by text or email. They also need the choice of deciding how often the message is delivered and also the content itself. An effective method of achieving this is to allow the user to subscribe via mobile where they can be directed to a web page to complete their preferred form of communication.
Next starts the process of data collection. Mobile interactivity offers a wealth of information about individuals and their preferences and communication. Consumers are more likely to reveal more information about themselves if they feel that they are getting something of value back. This creates a loyalty mechanism whereby customers are rewarded for participating and sharing information.
The next step is personalisation which is crucial in successfully promoting their product. Companies need to use gathered data to make the interactivity relevant and in line with the user’s preferences and association with the brand. A customer who interacts more often with the brand should receive a different message than a person who has just sent their first text message. In other words, the more the consumer shows interest in a particular brand, the more personal the message from the company to the consumer should be.
The final step is to stay informed with the ever changing networks such as Apple and Google who are leading the way. It is important to observe the technological advancements that may offer better ways to communicate with selected audiences. Companies should also be aware of regulatory changes from the likes of the Mobile Marketing Association and the Federal Communications Commission. They can have a major impact on how best to communicate with target audiences. Above all, it is vital to recognise and understand that mobile advertising must be sympathetic towards its target audience in order to engage them fully.
What are the steps in planning a mobile marketing campaign?