Relevancy not complacency The Daily Telegraph last week advised us that “companies ignore the use of mobile phones in advertising at their peril”
According to their survey nearly 50% of respondees said they failed to respond to traditional advertising as they “forget the brand name and contact details after their initial interest has passed” The article went on to say “more than one in three people”, however, had sent a text response to an advert.
Simple message, mobile is where your advertising needs to be——not necessarily! Media Agency Universal McCann also commissioned a study into the attitudes towards mobile campaigns and unsurprisingly their research shows that consumers find traditional format advertisements delivered via their mobile handset ‘irritating’. As digital agencies realised that what worked in print did not necessarily work online, well the same is the case for Mobile. Don’t assume that by simply attempting to “mobilise” a campaign you will succeed. Mobile marketing is an exceptionally powerful tool. We all seem to have developed close relationships with our phones, they always appear to be with us and we feel lost without them. There are some very simple rules when it comes to running a mobile campaign.
Firstly the content must be relevant to the consumer. This may mean a targeted creative. It must also be timely and simple to execute in terms of a call to action. Get it right and you will form a strong bond with your consumers, get it wrong and you have lost them forever.