by anton | Apr 22, 2015 |
Are you considering Mobile Advertising for your business, but you aren’t sure if your customers will give it the thumbs up? We can give you 4 reasons why they will love it! It’s fast Few communication channels can reach customers as fast as mobile can, because people always carry their phones with them wherever they go. Add to that the “you saw it here first” factor, and customers will only be too happy to receive your messages. What do we mean by this? If you can promise your mobile customers that they will be the first to hear about your special offers before you put it on flyers/ in the newspaper/ on the radio, they will most definitely jump at the chance for this privilege. It’s simple Everybody knows how the basics of a handset work, which means they will have no trouble understanding Mobile Advertising. Take a SMS for example: people use this on a daily basis to communicate with their loved ones, so they will have no problem opening, reading or responding to your text. The same is true for internet browsing. People know they have to scroll and click, so they will know what to do if they see your mobile display or video ad. It’s fun After a while, all traditional ads start to look the same. Consumers get bored very quickly and they hunger for fresh, exciting content. Loyalty programs, mobile vouchers, sound clips, mobile competitions and surveys, high resolutions images and pin-point messages are all tools in your Mobile Advertising arsenal that you can use to deliver unique communication pieces. It’s interactive From...
by anton | Apr 21, 2015 |
Measuring your success In the last phase of your Mobile Advertising campaign planning you need to focus on measurement. This step is often included as an afterthought or only considered important when the boss starts asking for sales figures. But, there is no pushing “play” if you don’t complete every phase of your planning. To quickly recap, you have already completed these steps: Setting objectives Identifying your target market Choosing your advertising platforms and support media Putting a budget in place Setting dates for the start and end of the campaign as well as a schedule Planning the content of your messages Choosing who will be responsible for production and execution You probably can’t wait to get that first communication piece out to your target market and see all your hard pay off. But how will you know if you are indeed successful with your Mobile Advertising? Depending on the marketing platforms you chose and your objectives, you will have different tools available to measure the effects. It isn’t always just about an increase in the number of products that you sell. Things that you could look at for instance are: The number of clicks, impressions, downloads or views of your Mobile Advertisement The reaction of your social media community: an increase or drop in followers, the number of times a post was liked or shared, comments and mentions. The number of customers who signed up or opted-out of your subscription list Conducting polls/ surveys to obtain the opinion of your customers Tip: Don’t only have metrics in place to measure the end of your campaign; you need to...
by anton | Apr 20, 2015 |
Content and production We previously looked at the importance of anything from having objectives for your Mobile Advertising campaign right through to knowing your audience and budgeting for everything. Your next step involves the content and production of your messages. Three important questions During this phase you should be able to answer these three important questions: What will the content of my messages be? How will I distribute my messages? Who will be responsible for the production of these messages? You have already chosen your advertising channels and support media and you know who your target market is. Now it is time to produce the content pieces for your campaign. If you have chosen SMS messages for example, you will have to write an appealing text of 160 words – in fact, you will most likely need to produce multiple texts containing key messages with different wording. If for instance you want a banner ad you will require quality images or unique graphics as well short, powerful copy. Once again, you are faced with a big choice. Who will write the copy/ create the images/ shoot the video footage/ do the voice talent you need to make your Mobile Advertising campaign work? Who will be physically clicking the “send” button for your messages to go out according to your campaign schedule? Will you do everything in-house with your own team, or will you give it to an outside agency? There is no right or wrong answer here – everything will depend on the resources you have and your particular objectives. Remember: It is always good to have a hands-on...
by anton | Apr 17, 2015 |
Dates and costs: In Part 1 of starting your Mobile Advertising campaign we looked at important decisions you have to make before you can even begin your planning. Let see what should happen next. Getting your advertisement onto mobile will require resources, time and money for a variety of things. Some marketers only have their eye on the cost of sending a text message and forget that other stuff needs to happen in between. Where do you start? Decide on launch date When are you launching your campaign? The length of your campaign will determine how many messages you need and for how long you need to display these messages. For example: a Mobile Display ad that runs for two weeks will obviously be cheaper than one that runs for two months. Don’t forget to set a deadline for your Mobile Advertising material to be ready or you might have to postpone your campaign. Campaigns that are centred around specific dates (like Valentine’s Day for instance) could totally fall apart if your messages aren’t timely. Set a budget and calculate the costs Different advertisements have different costs, so make sure you select the type of ad and payment options that work for you. Remember to factor in the cost of your support media as well. The other cost related to Mobile Advertising, is the production. If you are constructing a Voice Ad, you will need voice talent. If you are making a Mobile Display Ad, you will need a graphic designer and copywriter to make it look good. After you have worked through your budget and schedule, you might find...
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...
