subject: What Experts Think Of Mobile Marketing [print this page] A recent mobile marketing conference in New York discussed the effectiveness of mobile campaigns and the key to developing a successful campaign.
The Interactive Advertising Bureau's Marketplace panellists looked at effective campaigns and what businesses need to consider when developing their own campaigns.
The attendees agreed that there is no one size fits all answer to developing a mobile marketing campaign. When developing a new campaign it is important to look at the technology available, the levels of access to mobile technology and how mobile marketing would fit into advertising methodologies in the region. Findings of the conference indicated that it was important to have cohesive campaign goals, but targeted for the local audience.
The panellists discussed a major computer hardware company's efforts to promote their products in the Indonesian market. The company successfully implemented their advertising campaign by altering their approach to suit the local market. Rather than focussing on tailoring their advertising to the modern smart phone technology, the company focussed on feature phone technology that was predominant technology in the region.
The importance of ensuring mobile marketing campaigns still followed the basic marketing rules was also emphasised. The panellists discussed the effectiveness of mobile marketing, concluding that correctly used, it was an important part of an effective campaign.
The panellists also stressed the importance of not implementing mobile marketing without ensuring it fits with your current campaign. Mobile marketing is most effective with clear and achievable goals that can be measured. Every campaign is an opportunity to learn about the market and what your customers will respond to.
Get the best value for your advertising dollar by making sure you have a strong mobile marketing presence. Prominent display of key words in print ads, and emphasis on the text response option in radio and television campaigns ensures that a wider number of customers focus on the text call to action.
