by anton | Apr 16, 2015 |
Get the basics right. Developing a successful Mobile Advertising campaign doesn’t simply happen overnight. It takes step-by-step planning and careful execution. Want to know how? We will guide you through a series of steps in the coming week! The Four Key Questions You should always answer these four questions before you can start your planning. What are my objectives? Decide what you want to accomplish with your campaign. E.g. I want to sell 1000 Smartphones. When will the campaign start and stop? It’s pretty obvious that your campaign can’t go on forever. The length of the campaign will also be a big factor in calculating the cost and resources you will need to achieve your goal. Who is my target market? Knowing who your audience is, will determine your approach to your campaign. What will be appealing to this kind of target market? What images do they find attractive and what kind of lingo do they use? You don’t have to narrow it down to a tee, but don’t be too vague or you will miss the mark. What platforms am I going to use to support my campaign? Mobile Advertising is a great tool marketing tool on its own, but spreading your message across multiple platforms will help to extend your reach and prove enhance your credibility. Decide on an approach Now that you have answered the above questions, it is time to get into the nitty-gritty of planning your campaign. Next you need to decide on an approach – do you want to “push” or “pull”? Push Marketing means that you push information to your customers and cross...
by anton | Apr 16, 2015 |
Unstructured Supplementary Service Data (USSD) Push messages can be used to convey various types of information to your customers in the blink of an eye. Much like SMS, USSD Push messages are sent in plain text to a recipient’s mobile handset. You can use it to communicate with your customers (or even your employees or stakeholders) about absolutely anything. For example: A promotion or special offer A onetime pin or password Relevant company news (the company reached its sales target, you received a big investment, new stakeholders are joining the team, the company is relocating etc.) Directions to your social media pages or website Important info about your products and services (shipment dates, shift schedules etc.) Unlike an SMS, these messages can’t be saved to the recipient’s phone. How is this useful? Take the onetime pin for example – this is sensitive info that the recipient doesn’t want to store on his phone in case his phone ever get’s stolen. In other words, having the message disappear automatically after reading, provides the customer with an extra measure of security. Because the customer can just click the message away without reading it, some customers find this communication method less invasive when compared to actual phone calls. Some of the advantages of USSD Push are: It puts the focus solely on your message – no pictures or jingles It is a very cheap method of customer communication It all happens in real-time It is fast and can reach your customers wherever they are All handsets are capable of receiving these messages It is a point of contact that you can use...
by anton | Apr 15, 2015 |
Marketers often make the mistake of thinking that they should stick to one communication/ marketing channel alone, when in fact a combo of channels provides better result. One such an effective partnership is Mobile Advertising and electronic mail. Brands have been using email for anything from direct advertisements to newsletters and various forms of customer service. The biggest advantage of email is the fact that you have no limitations when it comes to content – unlike a SMS that can only take 160 characters. Even though email might not be as popular today as it was a decade or so ago, there are still certain situations where an email message is more fitting than a phone call or even a text. But, no communication channel should exist in a silo, especially not if you want to grow your customer base. Getting customers to sign up It doesn’t matter if you want customers to opt-in to your mobile contact list or subscribe to your eNewsletter – you can cross your channels to achieve both. Use Mobile Advertising to send customers a link to a subscription form for your newsletter on your website. Or, send them a text containing a SMS Shortcode and keyword they can use to instantly submit their email address. When it is time to gather mobile numbers, send customers an email containing instructions for opting in to your mobile list. Getting people to give their phone number away is much harder than obtaining their email address. The reason for this is simply because mobile phones are much more personal to consumers. Unwanted emails are after all much...
by anton | Apr 14, 2015 |
The world of Mobile Advertising can be fast and furious – you need to be on top of your game at all times and have the ability to think like a pro. Sounds like a tall order, right? Not if you adopt the following five habits, starting today! Stop being scared of mobile When the team comes together to discuss marketing strategies, Mobile Advertising always gets mentioned last and it seems like nobody really wants to take ownership of it. You will get excuses like: “let’s just stick to our newspaper ads and billboards because it has worked for us in the past.” No more – it is time to give mobile the attention it rightly deserves. Break through the marketing “silos” and make mobile a big part of the consumer journey. You will get no better marketing team player than an always-on communication platform! Ask not what it can do for you There is no need to justify spending some of your marketing budget on mobile. Stop asking what mobile can do for you and rather start asking how you can get the most out of it. Research on mobile brand communication has already been done and there are some very cool facts out there about the behaviour of the mobile consumer. Use this to your advantage. Also, it is an excellent idea to partner up with a Mobile Advertising agency. These agencies usually already have the expertise and know-how in place to help make your campaign a success. Follow the leaders Instead of raking your brain trying to come up with a unique Mobile Advertising concept, take...
by anton | Apr 10, 2015 |
When running a Mobile Advertising campaign to attract new customers, you always run the risk of losing the old ones, especially if your campaign is aggressive. What can you do to make sure you don’t scare your current customers away in the process? Focus on quality over quantity You can still push your mobile messages without spamming your customers. The secret is to go for quality over quantity. Make sure your communication contains info that is useful and relevant and that this info can somehow better the lives of your customers or benefit them in some way. Make use of different Mobile Advertising platforms Don’t try to rely for example on texting alone. Spread your messages out across several digital channels. Have a Mobile Search Ad, a Mobile Banner Ad, Mobile Text Tags and Voice Ads, mobile videos, in-app advertisements, Facebook and Twitter ads etc. You will reach more customers this way, but most importantly, your current customers won’t feel like they are getting hammered on the head with your mobile messages. Make it worth their while Whenever you are developing a Mobile Advertising campaign, you should always ask yourself what is in it for the customer, because that is the exact question they will be asking when looking at your message. Whenever there is some kind of a reward involved, people don’t mind hearing from you a bit more than usual. Give customers a voice Consumers like to voice their opinion, but they love it even more when your brand listens. When your Mobile Advertising campaign is over, ask your customers for feedback – you can text them...
