Home' LAPTOP Magazine : December 2011 Contents mobile marketing 101
Five tips for creating a successful campaign.
by Jeanette Mulvey, BusinessNewsDaily Managing Editor
No matter how small your company is, you’re
probably considering whether a mobile
platform is right for it. The cost of creating
a mobile presence is getting lower, but selecting
the right kind of presence is just as crucial. Roy
Satterthwaite, senior vice president of global
marketing at Velti (a global mobile marketing and
advertising platform), offers some suggestions
on what to consider before developing a mobile
presence for your company.
❶ Know Your Audience
All too often, marketers designing mobile
campaigns focus on the latest bells and
whistles rather than on the needs and
characteristics of the consumers
they’re targeting. There’s no such
thing as the ultimate mobile
right mobile campaign
for a particular
audience. To avoid
wasting money on
that nonetheless fail
to make an impression,
start by defining the parameters of
your campaign, based on a few fundamental
questions about your audience. Ask yourself:
• What is your customers’ level of mobile sophistica-
tion? Are they strictly entry-level, or gadget-savvy
and game for anything?
• Do they “get” QR codes, location-based services,
mobile couponing, and other fancy features, or will
you be better off going text-only?
• Do they prefer apps or mobile sites?
• Do they favor one platform over the rest—iOS,
Android, or good old RIM—or will you need to go
multi-platform for optimal reach?
❷ Nobody Likes a Pest
Consumers are tired of being bombarded with generic,
low-value marketing messages—especially ones
that are delivered through a channel as personal
as the smartphone in their pocket. To transform
annoyance into good will, it’s essential to provide
something of real value, such as content, promo-
tions, and services tailored to their actual needs
By creating a dedicated opt-in database for your
mobile customers, you can give them the chance
to tell you what they really want from you, how they
want to get it, how often they’d like to receive your
marketing messages, what types of offers they’re
interested in, and the kind of media they’d find most
useful. In giving customers choice and control over
the marketing they receive, you can reduce resent-
ment, ease concerns over privacy, and improve the
impact and efficiency of your budget.
ures than from your successes. This is especially
true in marketing, where every non-response can
provide insight into what you could be doing better.
While it’s important to measure “wins”— like
the number of opens, downloads, activations,
and registrations—that’s only half the picture.
By paying attention to the people who don’t
respond, you can diagnose campaign problems
such as targeting errors, poor experience on a
given platform, and attempts at creativity that
leave part of your audience
unimpressed or con-
If you’re not engag-
ing customers, you
might very well be
annoying them and
making it even harder
for your next campaign
❺ Apps vs. Mobile
It’s everyone’s favorite debate:
apps vs. mobile sites. In reality,
of course, there’s no single winner.
Each platform has its advantages
depending on your budget and the
impact you’re trying to make. If you want
to just open another channel for interac-
tion, a simple, practical mobile site can
be the most cost-effective way, especially
as HTML5 makes more and more smartphone
functionality available on the mobile web.
On the other hand, if you have a more strategic
agenda for mobile, an app can provide greater
control over branding and give the user richer
opportunities, including the ability to place a
call, take and upload photographs, or perform
location-based actions from within the application.
It’ll cost more to build, maintain, and distribute,
but better tools for cross-platform development
are making apps easier and more efficient to
deliver every day.
And don’t forget about good old SMS, whose
broad consumer adoption, flexibility, low cost,
and high open rate can help you deliver frequent
interactions that will build a strong brand relation-
ship over time.
In the end, success comes through paying at-
tention to your customers and giving them what
they want, the way they want it.
Jeanette Mulvey is the managing editor of BusinessNewsDaily, a sister site of Laptopmag.com. She has written about small business for more than 20 years and
formerly owned her own e-commerce business. You can follow her on Twitter at @jeanettebnd.
❸ Not All
Anyone can deliver a great experience on a
single mobile platform—but can you do it across
every handset your customers use? Consumers
don’t want to hear about the challenges created
by proliferating varieties of standards, capabilities,
and form factors. They expect a consistent, seam-
less experience everywhere they go, from desktop
to mobile web to mobile app.
If you can’t provide consistent branding and
features—or if your apps or mobile sites simply
won’t work on some platforms—you’re delivering
the wrong message: either that you don’t care
about your customers’ experience, or you can’t get
your act together. Make sure the specifications of
your campaign, however simple or elegant, are in
line with your ability to execute them successfully
across every handset your customers use.
❹ A Miss Can Be a Success
It’s been said that you learn more from your fail-
Laptop | December 2011
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