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Unit Purpose and Aims

The purpose of this unit is to;

The aim of this unit is to provide the learner with an understanding of the emerging art of mobile advertising and how it can be used as an advertising campaign tool.

Learning Outcomes

Learners will;

1. Know how to analyse existing mobile campaigns

Learners can;

1.1  Critically compare and contrast at least three different mobile campaigns

1.2 Identify key trends in mobile over the next 3 years quoting credible research sources alongside your own reasoned conclusions.

2. Understand how to create a mobile campaign.

2.1 Review and revise an existing campaign by adding a mobile component.

2.2 Produce a feasibility study for this campaign highlighting what mobile technologies are available, which platform you would choose and why, and what unique features mobile platforms bring over and above existing campaign features. Indicate typical production costs of the chosen mobile components.

3. Understand relevant measurement techniques for mobile campaigns

3.1  Explain the techniques used to measure  success.

Learning Tools, Resources & Links

Things that will help the learner develop understanding of this unit;

Mentors  please add your ideas, examples, case studies, links to articles, videos, etc. here.

Good discussion about mobile Advertising

The future is pull not push:

http://techcrunch.com/2010/09/29/mobile-marketing-strategy/

And some more predictions here:

http://www.figarodigital.co.uk/editorial-article/mobile-advertising-in-twenty-eleven.aspx

Key Factors for Mobile Marketing Campaigns

Hello Everyone,

I would like to discuss some of the key factors that I feel are essential for mobile marketing campaigns. The article, “U.S. Mobile Adoption Catching up To Asia, Europe: Study” by Jordan Crook retrieved fromwww.mobilemarketer.com , suggests that the rapid spike in smartphone usage will play a huge role in the ways brands will be connecting to consumers. Phuc Truong, who is the managing director of U.S. mobile marketing at Mobext says that their studies indicate that technologies such as SMS, MMS, location-based marketing, mobile web, and brand content will largely contribute to the growth of mobile marketing. Troung goes on to say that SMS and MMS are very powerful tools for reaching consumers across a wide range of demographics and different devices. Other findings in the studies done by Mobext stress the need for those interested in mobile marketing to pay attention to the design aspects of their content. Two major aspects to keep in mind when designing mobile content would be smaller screen sizes and easier ways of scrolling.

Cross-cultural mobile marketing has been the topic of some discussions lately as well. I decided to take a look into strategies for targeting the Hispanic market segment. There are a many reasons why I feel this is a very crucial demographic to target; however, I will focus on just a couple of the major reasons. First of all, would be the shear numbers of Hispanics that use the internet. Some studies show that there are over 14 million Hispanics in the U.S. alone that currently use the Internet. The second reason is that Hispanics control 8% of U.S. spending. These two statistics are so significant, that I feel not targeting to this demographic would be a very foolish mistake. Now that I have explained why targeting the Hispanic demographic is beneficial, I would like to discuss a few ways I would go about targeting this market segment. I think that adding additional opt-in’s that are specifically for Spanish speaking visitors, could be tremendously helpful for making connections. I also feel that all websites should have an option for visitors to choose whether they would like to view the site in either Spanish or English. In addition to language preferences for website and opt-in’s, that it would be very beneficial if all search engines had language options.

Finally, there has been some questions as to the effectiveness that mobile marketing has on an adult audience. I owned a business and wanted to an adult audience, I would start off by adding an opt-in registration form on my website with the offering of mobile coupons via text messages. I would have the registration process set-up to send an instant text message upon completion that thanked the customer for signing up for the service. In this initial automated text message, I would have an explanation of my company’s free new mobile app and supply a link for the direct download of the app.  The app would allow the user to choose from different categories of items that my business sold in which the user had interest in. From there, I would send out customized mobile catalogs on a weekly basis that consisted of offers on items from the different categories that the user had initially chosen. I would give the user the option to modify their chosen categories if they want to change them. This is just an example of something I might do. I feel that any demographic can be targeted with mobile marketing just as long as you provide relevance  to your message and utilize the information that you gather in ways that will make it worthwhile for user.

Jacob Liston Black

jacob@SpaceCoastOnlineAdvertising.com

References

Elkin, N. (2010, November 1). iAd, ads as content: Why 2010 is the year of mobile – iMediaConnection.com. iMedia Connection: Interactive Marketing News, Features, Podcasts and Video. Retrieved November 12, 2010, fromhttp://www.imediaconnection.com/content/27923.asp

Frankel, R. (2010, November 9). Build a perfect data-driven display campaign – iMediaConnection.com. iMedia Connection: Interactive Marketing News, Features, Podcasts and Video. Retrieved November 12, 2010, fromhttp://www.imediaconnection.com/content/27980.asp

Lloyd, E. (2004, March 25). No Habla Espanol? – iMediaConnection.com. iMedia Connection: Interactive Marketing News, Features, Podcasts and Video. Retrieved November 12, 2010, fromhttp://www.imediaconnection.com/content/3103.asp

Scott Seaborn

Head of Mobile at Ogilvy Group UK.

check out his blog: http://www.scottseabornmobile.blogspot.com/