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Effective wireless marketing

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Jason Jercinovic is MD of Communicator, a leading mobile agency that specialises in managing and delivering seamless innovative mobile marketing solutions. Jason can be contacted by phone on 02 9256 0901.

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It’s evident that as an increasing number of brands shift their marketing spend from traditional to digital methods of communication the allure of mobile marketing continues to grow. Interest in mobile marketing is driven by the fusion of pinpoint targeting ability and the very personal nature of wireless devices. If done correctly, mobile marketing delivers tremendous value to both brands and consumers.

Mobile phone penetration in Australia is close to 100 percent and – depending on to whom you talk – over half of these device-carrying consumers have a phone that is less than one-year-old. The processing power of mobile devices is continuing to grow and the purchase cost is decreasing (and mostly subsidised by the telco). What we have now are powerful processing/connectivity devices equal to a desktop PC from a just a few years ago.

This article is about the steps required to successfully use the mobile/wireless device to connect brands and consumers.

1. Engage your mobile agency in the strategic planning process

It’s pretty clear through my experience of delivering mobile campaigns since 1999, that bringing in your mobile agency earlier in the idea generation process increases the effectiveness and innovation of your mobile campaign. Too often agencies/brands approach a mobile solutions provider late in the game, limiting the ability to effectively engage the consumer. One of the benefits of mobile is the ability to get up and running quickly; however, there are some limitations that your mobile specialist will help you sort through.

The mobile experience is not the same as the web experience. As with many examples of cross channel integration (ATL, BTL, digital, direct, mobile…) it’s not about forcing a creative idea into the channel. The mobile user experience (like digital extension from traditional) is not the same as the interruption-based ‘awareness generation’ mechanic of traditional marketing. There is a need to understand the limitations of the device (e.g. small form factor, screen size, data speed). Your mobile agency can solve these issues for you and enable results-based communication and connection. You shouldn’t simply repurpose existing creative for the mobile medium.

By engaging your mobile solution provider you can gain valuable knowledge about the possibilities of the wireless medium. There are many case studies that show real tangible use of the mobile medium to realise brand goals.

Also, check out some of the exciting stuff happening with your mobile device. Go and visit some newer WAP sites. Get a new 3G phone with a good camera. The world is moving quickly and people are increasingly using the mobile device to connect, live and shop. It’s a marketer’s responsibility to be across the process of utilising these channels to connect with their audience.

2. Identify your target goals

Mobile is not easy for every brand. It is imperative that you can identify what your goals are within the mobile channel – or, in other words, what do you want to achieve through mobile? Is it brand extension or user interaction, customer acquisition, mobile commerce/content delivery or as part of your customer relationship management ongoing communications? Mobile is a great complement to other marketing channels, providing the opportunity to drive real-time direct response from TV, outdoor, radio, print and increasingly in conjunction with other digital efforts.

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