6 Key Steps to running a mobile campaign Over the next few weeks I will go through what I believe to be the key steps in ensuring a successful mobile marketing campaign. Whilst all personal opinion they are based on 7 years experience of working with some of the biggest brands in the UK. I hope it proves useful. Step 1: Relevance Mobile is a powerful medium. You can engage with your customer at home, at work, in the shops or on a night out. It’s personal, timely and can offer, what is sometimes the Holy Grail; instant gratification. In the UK there are now more mobiles than people. People are more likely to have their phone with them than their wallet; it’s even developed its own language, with its own dictionary. For example official text language you may or may not know: ·(,’%/) = I have slept too long on one side ·6V) = Elephant ·YTLKIN2ME? = You talking to me? A little weird maybe, but what other medium has created it’s own language. With power must come caution, if you get it wrong your message will either be ignored or worse still cause consumer frustration. Mobile is so personal that if by using it in your campaign you are not adding value to the customer or making their life easier, don’t use it. It must have relevance. Too often I speak to brands that ‘must use mobile’. When there is no specific reason and no relevance and if caution is not given, it can lead to a unsuitable and largely unsuccessful campaign. HOWEVER get it right and you will engage in a personal and timely way with your customer that is not achievable through any other medium. Over the next four weeks delve in to what I consider to be key factors in making a mobile campaign a success. Stage 2 next week. Jeremy