Mobile Marketing -
The mobile phone is an extension of our being and an essential channel for customer communication and maximising brand reach. SMS response and the text-to-win type of mobile campaigns are now well established, and have certainly proven their value, however there is considerably more scope for mobile marketing and CRM.
The Origin Mobile Platform (OMP) provides an excellent means for our clients to harness the power of Mobile Marketing via Messaging and Content Provision.
Read more about the Origin Mobile Platform
Concept and execution must be carefully considered to successfully communicate with the world’s largest market.
Some areas to consider…
Real and Relevant Value - The mobile phone is your customer's personal device and you need to respect it by ensuring the relevance and value of your brand communications e.g. a bank might offer customisable text alerts about activity in your bank account or a hotel might offer guests confirmations sent to their phones for easy reference at check in;
Interaction and Call to Action - The trick is making consumers aware of the opportunity to interact now for real value. Smart brands are leveraging their existing media assets to promote mobile calls to action. Brand marketers are promoting short codes (text “win” to 8025) on product packaging, in-store displays, and within broadcast and print ads.
Keep it Simple - The average mobile user is still a novice when it comes to mobile messaging, downloading mobile apps and web browsing. Provide specific instructions on how to participate in mobile campaigns.
Opt-in Mobile Marketing Lists - Similar to email campaigns, push messaging campaigns over mobile are only as strong as your opt-in list. For optimum success you must try and give the consumer a future value promise to encourage them to opt in.
Think Social – Social networking is among the fastest growing areas on the web, and the mobile is essentially a communication device. Campaigns with the right mix of social interaction and sharing of information can tap into the phenomenon e.g. text 8025 for the next clue in the mystery drinks treasure hunt.
Timing is Everything - The beauty of mobile is its unmatched ability for targeting by demographic, location and time of day. Because it is always on and is an uncluttered channel, mobile surpasses all other media, including email, for precise time targeting e.g. a restaurant chain could send an SMS broadcast at 3pm on a Friday to convert those thinking of eating out that night.
Provide Instant Rewards - If you're engaging a consumer through a mobile contest, don't drive them back to another media to see if they've won.
There's never been a better time to launch a mobile marketing program. There are millions of consumers using mobile phones to send text messages, share pictures, surf the web and download content. This audience has shown an increasing willingness to engage with brands across these activities; however the campaigns must be well crafted to be successful and sustainable.
Origin Mobile, Reaching Further