12 Things You Must Know to Be Successful with Mobile Marketing

Nov 17, 2008, ET

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Whether you're new to mobile marketing or can explain all the details of text messaging (SMS), picture messaging (MMS) and mobile web (WAP) technologies, it's important to know how to deploy campaigns successfully, leveraging this powerful new media channel in today's rapidly evolving global environment. Here are 12 recommendations from experienced mobile marketing professionals, starting with the basics and moving into tips for planning and implementing a successful campaign.

The basics
1. RESPECT THE END USER.
Any successful mobile marketing program must respect the end user and always put the interaction decisions including choice and control in the hands of the consumer (this means consumer "pull," not consumer "push"). That's why the MMA publishes the Global Code of Conduct, which focuses on consumer privacy and protection and ensures that all interactions with the consumer are at the consumer's request. The MMA has also published its "Consumer Best Practices Guidelines (CBP)" for the U.S. market, which focus on ensuring a positive experience for the consumer and creating consistency in the interactions between brand and consumer via the mobile device. In the U.S. CBP guidelines, for instance, it is prohibited to send an unsolicited message to a mobile user, and the guidelines define that all messages must have consumer "opt in" before they can be sent. In any mobile endeavor, brands and marketers need to conduct themselves responsibly and use common sense when interacting with consumers. That means having the utmost respect for individual privacy, and ensuring that consumers have always opted in to your campaign.

2. TAKE ADVANTAGE OF EXISTING RESOURCES.
Education is the key to being successful, says Jason Gruber, vice president of U.S. strategic development for AOL's mobile team in Seattle. "Brands need to get smart about the mobile space," he says. "If you think mobile is important to your consumers, spend a day on the Mobile Marketing Association's web site [www.mmaglobal.com]. You'll learn why a mobile spend can be more effective than online if you're smart about selecting goals, choosing a partner and structuring a campaign."

3. UNDERSTAND THE ECOSYSTEM.
Because mobile marketing involves multiple participants, understanding the ecosystem (aka value chain) will help you launch a mobile initiative more effectively, as you will understand what players will need to be involved in providing your solution. Simplistically, the value chain includes consumers, who carry many different types of handsets, such as cell phones, smart phones and PDAs with varying capabilities. Next are the wireless operators/carriers, who provide service to consumers through a wide assortment of voice and data features and functionality. Aggregators and technology enablers provide the technical solution, the interoperability across the carriers and the link with the marketers. And then, brands and their agencies will help define their strategic objectives, goals and creative and lead the launch of the campaign. Since many mobile campaigns have integrated digital and traditional media components, marketers may also wish to explore the nuances of varied multimedia platforms, advertising networks and other web service providers.


Planning a campaign
4. DEFINE YOUR STRATEGIC OBJECTIVES AND LEVERAGE MOBILE'S UNIQUE CAPABILITIES.
Planning an effective campaign begins with a discussion of a marketer's strategic objectives for the entire campaign. You need to look at the big picture, first, and then determine which mobile solution fits into the overall marketing mix. Unlike other media, mobile can reach consumers making a buying decision anytime, anywhere (including at the point of sale). Its reach extends to the business traveler, the parent running errands and young adults chatting with their friends. As Gene Keenan, vice president of mobile strategy at Isobar, says, "Mobile lets you build a highly personalized dialogue with the individual consumer. That's very different from the old mass market model of advertising."

5. IDENTIFY YOUR TARGET AUDIENCE.
Understanding the target demographic, including age, sex and mobile technology skill levels, for your campaign is key to a campaign's success and will help you to determine what mobile media best suits the marketer's strategic objectives. Your analysis may indicate that some consumer segments and/or geographies rely heavily on their mobile phones and utilize a wide variety of data services, while others are less familiar with functions like video services or browsing the mobile web. Understanding your audience will help you to focus on the needs of the campaign, and not simply guide selection based on "cool" technology. Brands and marketers who can see beyond the technology and physical formats, and recognize the underlying value of the campaign to their target audience tend to run successful mobile marketing campaigns. That means the mobile technology has to fit the campaign's marketing objectives and target audience.

6. SET CLEAR, MEASURABLE GOALS.
Because mobile marketing campaigns come in many different flavors, it's essential to determine the desired and measurable results right from the start. Do you want a certain number of consumers to click through to a web site or to present retailers with a coupon displayed on a handset to drive acquisition? Or are you seeking to build awareness or to increase brand loyalty as measured by traditional or digital marketing tools? Starting with your strategic objectives and defining your goals will be key to campaign success.


7. INTEGRATE EFFECTIVELY INTO A CROSS MEDIA CAMPAIGN.
Mobile is most effective when used in a multichannel program, enhancing and complementing offline and online strategies. Consider deploying a holistic, 360-degree plan that might include the use of TV, web, print or outdoor ads with an embedded mobile "call to action" as an integral part of the campaign. When and where you reach consumers makes a critical difference in the success of the mobile component. The timing and relevance of the consumer interaction are even more important in driving quality mobile consumer engagement than with other marketing channels.

8. ENGAGE THE CONSUMER-AND DRIVE SUSTAINED DIALOGUE AND INTERACTION.
Mobile is a highly effective response channel to expand brand engagement with individuals. In fact, mobile goes well beyond interruption-based media like TV in generating a personal interaction between the brand and the consumers. Therefore, you should think about the overall journey the customer will take during your campaign. That means planning for what will happen after the first interaction. While many mobile campaigns focus on driving traffic to a web site, remember that this is just the start of the conversation with the consumer. Keep them engaged and continue to provide relevance and value to continue the relationship and the dialogue.

Implementing a campaign
9. TEST THE WATERS AND BE WILLING TO ADAPT.
Today, every brand has an opportunity to learn how to reach consumers on their mobile devices. That means taking action now-such as launching a pilot mobile program, extracting key learnings from the initiative, and applying the added knowledge to your next campaign-will be key to long term success in the mobile channel. The mobile space is evolving rapidly so you may want to "dip your toes in the water" now in order to be ready for the future.

10. KEEP IT SIMPLE.
If you're new to mobile marketing, perhaps the best advice is to keep your initiative simple. Voice and text messaging are being used by leading brands around the world and are seeing high adoption and significant success. For example, major airlines offer voice or text alerts for schedule changes, and leading brands from retailers to food and beverage companies engage consumers through simple mobile promotions or mobile coupons. Keeping it simple means ensuring your brand's message is clear and relevant to the user who receives it, but it also means that the campaign that you launch is easy for the consumer to use-and understand-using technologies that are available today. A campaign that requires a detailed instruction manual may not help the brand achieve their desired results.

11. ENSURE A RELEVANT AND SUSTAINED PROPOSITION TO THE CONSUMER.
Marketing opportunities in the mobile space should focus on providing relevance and value to your consumer. A successful campaign will continue to present relevant, sustained value to the consumer-and ensure that every interaction is a valuable interaction. In expanding a brand's digital presence through display, search and even video, a targeted mobile message and content that adds value can be the first step in gathering insights as well as generating measurable results.

12. HAVE FUN!
Mobile presents many opportunities for creativity, innovation and exploration. Try it today to determine the best opportunities for your consumer, and have fun!  
For more MMA Awards Coverage:
Welcome Note
Mobile Marketing: Its Time Has Come Part I
Mobile Marketing: Its Time Has Come Part II
12 Things You Must Know to Be Successful with Mobile Marketing
Mobile Metrics
2008 MMA Awards Winners
2008 Selection Committee
adidas: Award for overall excellence for company or committee
Laura Marriot: outstanding individual achievement award
Academic of the Year
The Global Award Winning Strategies
More Winning Strategies

12 Things You Must Know to Be Successful with Mobile Marketing

Nov 17, 2008, ET