creating a mobile marketing strategy

Why mobile marketing?

Mobile allows you to develop highly targeted campaigns with minimum wastage. As a medium it delivers performance on interaction and conversion, which impacts the brand. It  basically allows you to engage with your target audience wherever they go

The mobile channel offers a reach never seen before by any other medium. More people have mobile phones than landlines, mobile penetration is greater than TV, home internet access and personal computers. The mobile is ideally suited to bridging the gap between creating brand awareness and getting a response. It will not only help to  raise awareness, it also elicits a direct response.

How do you create a mobile marketing strategy ?

This involves  integrating  mobile into the your marketing mix to not only increase brand awareness, but also generate sales leads. Key mobile channels would be:

  • mobile search
  • mobile advertising
  • mobile promotions or polls
  • alert notifications
  • mobile web(wap)

Using mobile in the mix, advertisers go beyond exposure and ad recall and add a new dimension;  they create above-the-line advertising, provide instant and creative responses to sales promotions and can virtually deliver direct marketing messages to consumers  that are actually read.

Mobile advertising refers to display advertising, inserted usually in the stream of various mobile media. It could be wap sites, videos, games or music that are consumed by customers using their handsets. There is a unique depth to the interaction between a customer and their mobile phones,which provides advertisers an opportunity to build more meaningful brand interactions and relationships.

If you don’t have a mobile marketing strategy, get one. Integrate a single or multiple channel in all your marketing or advertising campaigns.  Identify key channels for strategic consideration, depending on your target audience, and consider other factors such as handset capability.