Trust, security, best-practice – essential for mobile marketing campaigns
Pavilion Communication recently received the Mediaburst-sponsored Big Chip award for the Best Digital Marketing Campaign for its Siemens Lifeworks campaign. The campaign launched the Siemens vision of integrated communications across fixed and mobile voice and data channels.
Just like its subject matter, the campaign spanned traditional and new media, delivering video in online ads and websites, downloadable podcasts, search listings, email and direct mail to engage and involve our target business audiences.
But what about future mobile marketing campaigns?
“We see mobile marketing as a real opportunity to enhance our activity with many of our forward looking clients, such as Siemens and others across entertainment, retail, travel and technology sectors,” says Steve Nettlehill, client services director of Pavilion Communication. “Mobile devices provide both an ideal and instant response mechanism and a valuable route to building customer relationships, augmenting other permission-based channels such as email.”
Pavilion believes that two key foundations need to be established to realise the full potential of the highly-personalised channel of contact that mobiles represent – acceptance and trust from the audience, including assurances around privacy and costs, and the provision of truly engaging and accessible content, applications and response mechanisms.
Mediaburst is on the same page. “Today, it is simply not enough to select a feature-rich mobile marketing application,” says Stuart Brown, Mediaburst’s sales director. “It is now essential that all involved in brand promotions become best-practice mobile messaging practitioners themselves, as well as adopters of audited mobile platforms such as Mediaburst’s that guarantee network resilience and data security.”
About Pavilion Communication
Established in 1986 and independently owned, Pavilion is a full-service integrated service agency based in North West England. Pavilion believes that strong ideas lead to better business results. Its compelling integrated approach enables the agency to deliver effective, creative and cost-efficient campaigns, as well as ensuring consistency across all client communication. Pavilion comprises four groups: a creative team producing distinctive, integrated and campaignable ideas, an in-house media team with expertise in off and online media incliding search marketing, a technical department delivering high quality web solutions and a full range of bespoke applications, and a dedicated CIM qualified Client Services team with communication and planning skills. More at www.pavilioncommunication.com