One quarter of the way through 2011 and the mobile marketing era has truly “arrived.” Marketers are embracing the channel to build loyalty for their products and brands, and discovering exciting results in the process.
But many of us are getting dazzled with the new tools and not stopping to consider the engagement behind the engagement tool. The fact that our consumers are carrying powerful, multi-media devices in their pockets 24/7 offers enormous opportunity, but the recipe for success is not to simply “add mobile” to a campaign and reap the rewards.
Successful mobile campaigns are the product of great engagement marketing. The best campaigns come from a genuine understanding of the audience, their media behaviors, and emotional triggers. This kind of understanding should shape your campaign’s messaging, and act as a guide for the information and services being provided. Then it is possible to choose and optimize the mobile tools that will make your information and services easily and immediately accessible.
An effective mobile campaign begins with an excellent traditional, digital, or social campaign – campaign creative that captures your consumer’s interest and inspires him or her to pull a phone out of their pocket and engage.
… click “more” for the rest of the post.
Once that individual has pulled their phone out of their pocket to respond, you need to make that engagement seamless and simple.
We have a number of mobile tools at our disposal to pull a consumer from great, creative campaigns into the mobile experience. Our tool kit contains QR codes, SMS, trackable URLS, call-tracking numbers, and will soon include NFC. All of these make it simple for your consumer to access richer information about products and services. In addition, these tools are trackable, providing marketers with the data we need to turn the dial on performance and optimize our campaigns.
Finally, when a person engages with your mobile content, it is imperative to provide value that builds loyalty and drives ongoing engagement. When a consumer invites your brand onto their mobile device – a device that many consider an extension of themselves, a tool through which they build and share their identity – you must reward them by addressing a need.
Putting a QR code in a print ad that takes a person to the digital version of that same ad is not providing value (some companies have done this!). This is a great example of someone getting dazzled by the tool rather than focusing on how and why the tool should be used.
Focus on your consumer’s needs and behaviors, then select the mobile tools that make engaging seamless and simple, and you will be well on your way to effectively leveraging mobile to provide measurable lift to your marketing performance.
Comments are closed.