Most brands are familiar with the potential for mobile, but they still ask the same question, “What do we do with this?” Explaining how to build a mobile marketing campaign won’t cut it anymore. There is another “How to” feature: mobile advertising.
I was reviewing the MMA Global Mobile Advertising Guidelines and came across a great reference piece that I thought would be a great starting point for those entering the mobile advertising space. I’ve included the original list as well as my thoughts on each.
1. Click-To-Call – Users place an outgoing call to the content provider or advertiser.
I like this approach because it is fairly easy to implement on SMS, as well as WAP. Most handsets can recognize an embedded phone number, making this a great starting block. In a recent mobile advertising study by Neilson Reports, 9% of those that were exposed to a mobile advertisement responded with a call.
2. Click-To-Locate – Users find the nearest outlet, or car dealer, or movie theatre, enabled by location based services.
As mobile technology develops, this will be a very powerful tool. Right now, there are too few handsets for this technology to reach its true potential. Instead, I would recommend an SMS directory solution that would allow a user to text in their zip code and receive the closest location.
3. Click to order brochure – Users receive marketing materials by supplying their postal addresses.
If used correctly, this advertising method can help push your products to the market. The areas that have built the unprecedented conversion rates have involved “consumption” on the mobile device, or internet. If the company shows a steady rate of growth based on the number of pre-qualified brochure orders, this advertising will benefit the user. I would recommend placing this type of advertisement as a follow-up marketing message once the user has opted in to an alerts campaign.
4. Click to Enter Competition – Users enter text or sweepstake to win prizes.
This is one of the highest conversion options in mobile advertising. In the study I referenced above, 26% of those who viewed a mobile advertisement responded with a text message. Allowing users to convert on their handset makes the task simple and ensures that even the busiest consumers will have an opportunity to join the list.
Continue reading ‘10 Ways Brands and Marketers Use Mobile’