This week’s Mobile Marketing advice is really simple – have a clear goal. Mobile campaigns often fail because brands try to cover too many objectives with one campaign.
Are you data gathering? Pushing a brand? Advertising a new product? Engaging with new customers or trying to earn revenue through mobile billing? My advice is to think carefully about the objective of the campaign and maximize every component of your campaign to achieve that goal. For example; if you want to engage with new customers by letting them text for a sample, don’t charge them a premium SMS to do so. Whilst you may think it will stretch your budget, in reality it is likely to reflect badly on the brand and is only going to reduce the number of respondents.
If you are running an on-pack promotion and one of your key measurements for success is the number of respondents. Don’t go and hide the instructions on how to respond just to try and preserve as much space for brand images. It may all sound obvious, however as mobile marketing is so measurable mistakes can be exposed quite quickly.