24
2007
The Third Screen: The Evolution of Mobile Marketing
An article by Japie Swanepoel
Presenters: Sean Pashley & Per Ostberg, STARFISH MOBILE
The question being asked is about mobile/cell marketing “Is the hype justified?”
- The trends would appear to prove this beyond doubt. Figures are changing so rapidly that they become meaningless in many areas. The trends are indicative of phenomenal growth.
- The use of targeted mobile marketing campaigns using permission-based databases is clear. Mobile marketing must be part of an integrated marketing campaign rather than as a bolt-on to increase success rates.
- Mobile Marketing as a CRM opportunity is where the benefits lie.
- Competition campaigns need to incentivise users carefully and intelligently in order to increase success
- Mobile Marketing in Africa – has a presence in central, east and west Africa.
Success of mobile campaigns depend on various factors – all of which must be carefully considered:
- Awareness – how will this be achieved – upfront decisions must be made.
- Prizes – work these out carefully so that they are effective incentives
- Execution – pay attention to the details to maximise success
- Strategy – must be integrated rather than bolt-on
- Measurability – feedback and monitoring of effectiveness is crucial
Discussion points:
Database Acquisition via promotional campaigns – this appears to be a cost effective method of building your database who are ‘tuned in’ to your brand and willing to engage with your brand. This has a distinct advantage over purchased databases.
Partnership campaigns leveraging impact of others media e.g. print and television can enhance the effectiveness of campaigns, but must be carefully constructed. The same would apply in co-marketing with other brands. Sponsored cooperation opportunities should also be investigated where synergies exist.
SMS campaigns vs IVR Interactive Voice Response for campaigns – IVR may work better for older audiences – even though they may be calling in via cell. IVR has a place and should be carefully considered as part of the mix.
The impact of the Lotteries Act for campaign planners need to be taken into consideration. Legal implications need to be considered. You must not be seen to be funding your prizes from the cost of your premium cost entries.
WS
