CorpComms Magazine

(1) Define your goals and your message

Media fragmentation means there are more platforms and more choices for communications professionals. This makes it more important than ever to have a clear idea of what communications needs to achieve. Is the goal as simple as increasing brand awareness or are there more specific objectives such as a call to action, driving purchase consideration or improving customer loyalty?

Once goals have been clearly defined, it is important to have a clear view on the target audience and the message so that a measure of success is established.

(2) Understand your audience

It is important to gain as much audience insight and understanding as possible to ensure that the mobile marketing approach is personalised and messages are relevant. Treat customers as individuals and give them content that they want in a format that suits them. Mobile marketing can help brands and organisations gain an even deeper understanding of how to engage with their audience - not only based on their preferences, but even where they are at any given moment.

(3) Consumers need to feel the benefits

Whatever medium of mobile marketing is adopted - be it Smartphone applications (apps), SMS or MMS - consumers need to feel they are getting a benefit to avoid 'spamming' and to create deeper engagement. Brands that have the ability to reach out to their customers via reward programmes or personalised targeting will be able to create advocates of their audience and create an ongoing mutually beneficial relationship.

(4) Brands need to take a personalised approach to targeting consumers in order to get cut through

In an increasingly oversaturated market place, brands need to adopt a personalised approach to connecting with their customers through mobile marketing. Consumers need to feel the personal touch throughout their 'journey' with the brand or organisation, which is why we at O2 developed a unique programme called 'O2 More'. 'O2 More' is a customer opt-in programme, which matches consumer preference information with data O2 holds on those customers, such as phone usage or location. 'O2 More' provides targeted campaigns for advertisers and gives customers access to a wide range of exclusive and relevant information and offers from leading brands. Effective mobile marketing is not about force feeding consumers messages but allowing them a choice of what it is they want to consume.

(5) It's not just about apps - use all the mobile marketing channels available

Apps have been in the spotlight ever since the iPhone hit the market and brands are quick to jump on the bandwagon and invest six figures in the development of one. But it is important not to place apps ahead of a sound mobile marketing strategy. Communications professionals need to look at the whole spectrum of opportunities available in the mobile marketing mix, including SMS and MMS marketing, and choose all the relevant channels to target audiences.

(6) Privacy is essential unless people opt to trade their data

Questions of data privacy often arise when mobile marketing is discussed. However, data can also be an opportunity if consumers are given the option to trade their data for benefits. Clear, targeted messaging offering relevant consumer groups relevant products and services will help them weigh up the privacy-versus-benefits dilemma that many face.

(7) Integrate your marketing strategy into the wider mix

Mobile marketing does not sit on its own outside the traditional marketing mix. The best mobile campaigns are those that integrate all aspects and sit within the wider marketing mix. It is obvious that mobile needs to be tested, as any new channel would, but weaving it into overall media plans means that you will get bigger bang for your buck and potentially wider reach.

(8) Take a lead in a new innovative technology

Do not be afraid to invest in new technologies and lead the industry. Location based services, which were originally greeted with some scepticism around privacy, have been a welcomed revelation for the industry and have transformed many brands' fortunes. The key here is testing the technology in its infancy and learning from your consumer focus groups. Testing, and then more testing, must be a priority before 'roll out'.

(9) Prove the benefits - measurement is crucial

Understandably, communications professionals are demanding more accountability, efficiency and targeted opportunities. Fifty eight per cent of the O2 Media Forum, a panel of senior media industry professionals whom we regularly canvas, stated that better measurement of effectiveness would make them invest more in mobile. There is a need to show return on investment to the industry if investment is to grow over the coming years. Earlier this year GSMA and comScore introduced GSMA Mobile Media Metrics, a pioneering census-level solution to mobile media reporting. Mobile Media Metrics will allow media professionals to track, trace and measure consumer activity and prove the value that mobile marketing can deliver.

(10) Use an end-to-end planning tool

It is essential that both planning and measurement are used from the outset. Over half of the O2 Media Forum believe an end-to-end mobile campaign tool for planning, buying and evaluating is important to their business. This helps further justification for spend and provides reassurance on where marketing pounds are going!

share me: del.icio.us | digg | reddit | Tweet