Managing a Mobile Marketing Campaign


Building and managing successful mobile marketing campaigns can be hugely successful for many businesses when done right. Rather than simply incorporating a mobile marketing campaign as an afterthought, however, it is sensible for business to fully integrate it into their entire marketing strategy. Instead of just looking at the technical aspects of the campaign, marketers need to consider how compatible their strategy is going to be with the overall goals of their marketing campaign.  A credible advertising agency is one option for getting help with your priorities.  However, here are 4 essential tips for you to consider when building and managing your mobile marketing campaign.

1. Understand Your Audience

This specifically refers to understanding how and where any potential customer or client will read your message. Will they be at home or in the office? What time will it be? Depending on where they are and what time it is, they will either take the message in, quickly filter it out, or ignore or miss it completely. One of the major mistakes seen in mobile marketing is not properly understanding or differentiating the audience from web-based browsing. The way a person consumes a message via mobile will not be the same as how they do so when browsing the Internet – in most cases, the mobile experience is a faster one, and companies need to factor this into their estimations when running a campaign.

2. Build Defined Analytics

When planning a campaign it will be important to know exactly what sort of data you are looking to gather, and what can actually be learned from it. For example, when looking at impressions or views of an ad, this isn’t actually useful data on its own. However, when you begin to understand the demographics of those seeing the ads, where they saw them, how many took action on them, and so on, these metrics will become far more useful. Consequently, this allows business to create far more targeted campaigns by testing and tweaking the details for each advert to maximize their exposure to their target audience.

3. Build In-Store Opportunities

This is specifically important for those running brick and mortar business. When doing so, it is increasingly important to ensure that there is a real focus on communicating with a customer while they are in the shop. For example, a visitor might “check-in” when they arrive at the shop and get sent an SMS for a coupon, or additional details about special offers or new products. Cross merchandising suggestions are also a good idea: when someone scans a bar code for a particular item, for example, other related products can be listed. This is much like the “related items” feature on Amazon that offers discounts and special offers for products related to the original purchase.

4. Mobile Marketing is not Mobile Advertising

When it comes to communicating with the potential customer, businesses need to realize that mobile marketing and mobile advertising are not the same thing. Much like with general definitions of advertising and marketing, mobile marketing is so much more than mobile advertising: it offers a full, immersive experience that aims to engage the user and bring them to a buying decision through a variety of means. Advertising is more linear, and is intended to simply show off a product and point out its major attributes.

When used well, mobile marketing can be a great way of expanding your customer base and developing your relationships with your customers at the same time. Managing the process from start to finish is essential and customizing and tweaking everything to speak directly to your target audience is critical to the success of any campaign.


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