What Experts Think Of Mobile Marketing
Saturday, July 31st, 2010A 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: Mobile conference panellists discussed effective campaigns and how to figure out the right mix for a successful mobile campaign.
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.
A closer look at the mobile marketing campaign of a major computer hardware company showed the importance of allowing for the region’s unique characteristics when developing campaigns. The company’s effort in Indonesia paid off with a change of focus. The company moved away from smart phone technology to focus on feature phone technology, the predominant technology in the region. The company managed to maximise their campaign with a closer look at their target audience.
The panellists also discussed the importance of ensuring mobile marketing campaigns were still developed with the rules of basic marketing in mind. Advertisers were reminded that mobile marketing is an effective tool, but only when used correctly.
Panellists advised advertisers to not “just go mobile for mobile’s sake”. Mobile marketing is a powerful and extremely cost effective way to increase interest in a business. But to get the best results from any campaign, it is important to have clear and measurable objectives. To increase the effectiveness of a mobile marketing campaign, it is important to make it a star of the campaign.
A strong mobile marketing presence in a campaign will ensure that a business will reach the highest number of potential clients.
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