Mobile – connects your channels and adds value of total mix
20090710 in News by Anders BørdeScandinavian summer is here - as unpredictable as the advertising landscape seems these days. “We are seeing a burning platform full of opportunities” says Marcel Fenez, Global Director of Media and Entertainment in PWC. “Market will recover in 2010 but some channels will never get back to where it was – migration towards digital will go faster as a result of this recession” he continues. Well that’s at least good news for us representing the most untapped digital channel of them all…
Anyhow these types of predictions are worthless compared to what you – our customers – actually are thinking and doing. In case of the mobile we have seen big gaps between predictions and actuals throughout the years. So why is that?
My answer to that complex question is that we –the mobile marketing agencies – have not yet come through with the true value proposition of mobile.
“Mobile is the tool that can make all your other channels perform better and increase value of the whole mix”
- Guide and Direct your customers between your touch-points
- Increase number of touch-points during your campaign (everywhere, anytime remember!)
- Increase length of campaign (attractive applications stays in your phone “forever”)
- Make call to action when time and place is right (Context is King!)
- Ask for permission for dialogue beyond the campaign (Build opt-in base for future loyalty activities)
- Measure impact and results - even non digital channels can be measured by using mobile response and tracking
So how can we make this happen for your next campaign?
Well – we would like you to involve us in the planning phase of your campaign. Share your campaign objectives with us and let us listen in on how you plan the total campaign mix.
Based on this insight we can advice you on how and where the mobile elements should be placed –to make most impact - and increase the value of the total mix.
See you in August – Enjoy Summer/ Anders Børde, Nordic Marketing Manager, MORE
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