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Finding that mobile marketing ‘sweet spot’
Mobile marketing is hot! After years of false dawns, brands and agencies are recognising the mobile channel as an essential element of the marketing mix. So what’s changed and why now?
Often with mixed results, there have been a number of forays into the “mobisphere” by leading brands in recent years. Mobile marketing initiatives were (and often still are) driven by the capabilities (and limitations) of mobile technology.
There is a growing realisation, however, that the ways in which people interact with technology are more significant than the technological capabilities.
Essentially, the magic of mobile marketing lies in the momentum of the medium and not merely in the mechanics.
From unimaginative “SMS and Win” competitions or intrusive bulk SMS messaging, or “creative ideas” which involved complex technologies and demanded complicated user interaction, mobile campaigns have been judged by their “cool” factor or the “cleverness” of the technology.
What they should have been judged by, instead, is their effectiveness in achieving the marketing objective or in engaging the consumer.
Given that more people than ever own a cellphone, it is clear that mobile users are not “techno-geeks” but mainstream consumers. These consumers though don’t want to be spammed or to engage in fussy interaction on a small screen. Against this background, the need for fresh thinking about mobile marketing becomes obvious.
This thinking needs to focus on an awareness of how consumers use and interact with cellphones, and how brands can engage their clients in a mutually satisfying dialogue using this highly personal channel.
This is where the new wave of mobile advertising and media agencies enters. These agencies focus on using the mobile channel to find the sweet spot where brand objectives and customer requirements converge.
Tim Legg, founder and CEO of MobiMedia, explains that, “rather than seeing the cell phone as just another vehicle for below-the-line, response based advertising, we view the mobile phone as potentially the most significant communications channel between advertiser and consumer”. Legg adds that he views mobile as a “key platform for brand-building and developing interactive relationships”.
When using the mobile channel, it is a given that the technology has to be cutting-edge. But clever technology alone is no guarantee that a campaign will work.
The key differentiation lies in an agency’s ability to deploy an array of simple, yet effective, techniques and methodologies based on an understanding of consumers and how users interacts with mobile phones.
These methods would include essentials such as:
Furthermore, the communication must be beneficial to the recipient — be this in the form of information, entertainment, reward, or all three.
The sender needs to be ready and even eager for feedback, because mobile communication is very much a two-way stream.
“The (mobile) channel may be ‘new’, but the principles of communication are age-old. As such, clients should be able to rely on their mobile agency to apply advertising skills and media know-how not only to broadcast their message but also to encourage and facilitate direct consumer engagement with the client’s company or brand”, said Legg.
When selecting a mobile marketing agency, clients should make sure the following boxes are ticked:
Legg concluded by explaining that, “taking the approach outlined above is what will enable an agency to create effective mobile campaigns which entertain, inform and reward the consumer, thus helping clients to build their brands, strengthen customer relationships, generate new business leads, boost sales and ultimately grow their businesses”.
Legg will be a key-note speaker at the fourth MarketingMix, mobile marketing summit. For more information see here.
Image: ondigital.co.za
