As if it is not enough for business owners to focus on social networking strategies and results, mobile marketing is quickly competing for the spotlight.
In April of last year, Google introduced mobile image ads allowing advertisers to send branded messages that appear as they would on your desktop. “The image ads are keyword-targeted, priced on a CPC basis and must link to a mobile web page, according to an article in bizreport.com.” Click here for more.
As with any technology these days, it quickly advances and offers more. This past February, Google expanded its map feature offering real time location information. This could provide unique promotion opportunities for business owners who would communicate to their opt-in audience with timely information on store sales, etc. This could take advertising to a whole new level. Only time will tell.
But, do mobile marketing campaigns work?
Yes they do. But like with any advertising channel, there are a lot of contributing factors that can make a campaign successful. Look at Jiffy Lube in Iowa. In summary, they executed an integrated campaign, and sent out coupons via mobile. It garnered a great initial response, but the coupons were not redeemed on the same scale. It shows there is more to a campaign than just a great idea, it’s also about execution and timing. For more on their results, click here.
“Mobile marketing is so much more than just cell phones.” This is just one of the five things author Eric Bader of BrandInHand wrote that you should consider with mobile marketing. I think the key to this channel is that you can reach your market right at THEIR fingertips with their mini computer in hand. You just need to be targeted and timely with your communication. Click here to read more.
Here’s a list of 10 top mobile campaigns in 2006. I share this from a few years ago to show that mobile marketing is not new and is being used to promote products and services in a variety of ways, from shoes to entertainment. Click here for the supporting details.
- Nike ID
- Dove Campaign (For Real Beauty)
- Pontiac G6
- American Express Wimbledon Sponsorship
- Lenovo Mobile WAP
- NBC Deal or No Deal
- Axe
- Nike Airmax
- Addidas QR Tagging
- Snakes On a Plane
So, who should lead the way in exploring the success of this channel?
The answer is anyone who is trying to reach their target audience. This is not new technology, it just continues to advance and more results are becoming known. We don’t need to wait for the big corporations to test the market. They already are. We need to be smart about mobile campaign advertising and its integration into the big picture of our marketing mix.
Watch for more on this subject from me.
Have you used mobile marketing in your overall marketing plan? What results have you received? What advice would you like to share?
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It’s so interesting that you share the perspective that mobile is still in the realm of enormous potential. So many experts have been predicting its explosion for years, that it’s a bit of the Chicken Little syndrome. The expectations are high, but there is no real mass adoption by marketers or consumers yet. Yet. I agree that it will take off. In fact, there are a couple of industries in particular that are poised to really leverage the value of marketing. There are a couple of posts over at the Lunch Pail worth checking out if you’re interested:
Restaurants: http://lunchpail.knotice.com/2009/06/10/mobile-strategies-for-local-restaurant-marketers/
Hotels: http://lunchpail.knotice.com/2009/06/05/mobile-and-knotice-press-round-up/
That is so true. From my past experience, mobile marketing brings huge success to many different kind of industries. For example, for a food industry, uses mobile marketing to send out free drink or sample to attract customers.
Thanks for commenting! I agree. Since you can target your audience so closely, I’m excited to see where this can go. I’m always out and about thinking it would be nice to know what is available, specials, etc. in my immediate area and a number to contact. This could work well for service businesses too, not just restaurants.
Thanks for your comments! I think the real opportunity is upon us because now so many are using their phones for everything that even a few short years ago was not the case. The new i-phone is literally a small computer that you can put in your pocket. And, technology continues to advance quickly and the demand is high. I see you are passionate about this channel and thanks for including some recent posts of yours to review. I agree that you need to be highly targeted and just as strategic as you would with other forms of advertising.