Mobile Campaigns
In the cutthroat business of marketing, it is no longer enough to get the sale; equally important is owning the relationship. Utilizing the media for marketing purposes is undergoing a radical change, putting media agencies, advertisers and other communicators in a situation where the traditional contact model between sender and receiver needs to be reinvented. Into today’s marketing mix, the mobile phone is claiming its place as a ubiquitous and dynamic communication channel.
“Brands need to get to a place where the mobile becomes a regular part of an advertising budget, not just an afterthought”
The purpose of Mobile Campaigns is to increase awareness for specific products or service or to increase consumer awareness of a business or organization. The mobile phone allows you to track the consumers and customer response in an unprecedented way. By adding permission to your campaign you can start to build a database of high quality leads and use the mobile phone to manage the leads as part of customer relations and loyalty management in a way that has not been possible using other digital media.
More Mobile Relations covers all links in the mobile campaign value chain, from strategy on combining the mobile with existing campaign efforts in other media to creative content and usability, the right choice of mobile media (SMS, MMS, mobile sites, etc.), implementation and execution. And last but not least, MORE is able to provide the exact results and response rates for a campaign and feed this information into the next stage of a marketing campaign. All this improves the return on investment and return of attention for future campaigns.
We live in an information-overload economy in which the scarcest resource isn’t money, but attention. The one-to-one attention-getting opportunity made possible with mobile phones as a media channel for marketing campaigns will increase your return on attention. That’s because the mobile phone is the most personal media to date with penetration rates of over 100% in many European countries.
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