subject: Planning For Long Term Success With The Help Of Mobile Marketing [print this page] A mobile marketing conference held recently in New York discussed how to create long term success with mobile marketing campaigns and how to make the most out of the technology.
The Interactive Advertising Bureau's Marketplace: Mobile conference panellists discussed what makes campaigns successful and what ingredients are needed to ensure that a mobile marketing campaign delivers results for the business.
The panellists agreed that a mobile marketing campaign needs to be planned and fit the business's overall marketing strategy. The campaigns need objectives and measurable results. It was decided that it is important for campaigns to have long term goals and strategies, rather than be a series of one-off campaigns.
The case of hardware giant Intel was analysed and shown as a good example of how to run a successful mobile marketing campaign. The Intel campaign was found to have all the hallmarks of a successful, cohesive campaign that just happened to be run in the mobile market.
Mobile marketing lends itself easily to a short, last minute campaign that can be easily implemented, even with a very small budget. But the best value campaigns can only be achieved with clear goals, planned strategy, getting the right tactics put into play and creating a campaign that produces measurable results.
Mobile marketing campaigns are great for promoting new products and a perfect competition mechanism, but the ease of implementation and cost effectiveness can result in businesses using mobile marketing without planning ahead. To ensure that a business gets the best value for money, the rules that apply to traditional marketing mediums should also apply to mobile marketing.
Integrating mobile marketing into your business's marketing strategy right from the planning stage, and ensuring you have clear objectives and a way to measure the campaign's results will make sure that you get the best value for your advertising spend.
