Growth5 Blog

Wednesday, November 11, 2009

Simplifying Your Mobile Marketing Campaign

You should check out Sean Carton's ClickZ article, "Four Ways to Simplify A Mobile Marketing Campaign."

With the launch of the Motorola Droid utilizing Google's Android 2.0 OS, Verizon customers might just have the best of both worlds, a smartphone to match the iPhone iComputer and a network that actually works.

Sean points out the Verizon still holds an 8 million subscriber lead over AT&T which means there will be many more smartphone users entering the market, contributing to a rapidly growing mobile advertising audience.

Pundits are predicting mobile marketing spending in the billions by 2012. Google agrees. Yesterday, Google announced it was buying AdMob Inc., a developer of technology that allows for ads to be placed within thousands of mobile phone applications, for $750 million in Google stock.
"Despite the tremendous growth in mobile usage and the substantial investment by many businesses. . . the mobile web is still in its early stages," said Susan Wojcicki, Google's vice president for product management. "We believe that great mobile advertising products can encourage even more growth. That's what has us excited about this deal."
What's your plan for reaching this mobile audience? Here are Sean's suggestions for simplifying your approach to mobile marketing:

If you're going to develop mobile marketing that works, you have to pay attention to four simple things:

  • Where is the person you're trying to reach? Location-based technologies (such as those found in the iPhone and in Android phones with Google's new location-finding technology) mean that you can take advantage of someone's physical location when targeting your messages.

  • What are they doing? A businessperson trying to figure out where to get a cab, take a client to dinner, or find their way to their hotel in a strange city is a much different target than some 20-something out for a night on the town. Targeting messages based on the context of the consumer's situation makes your message much more effective.

  • Who is the person encountering your mobile marketing? While figuring this out isn't all that different from what we normally do when developing ads in any medium, understanding who you're trying to reach in the context of where they are and what they're trying to do is vital for reaching consumers.

  • Why are they using their device? Are they trying to communicate with their friends? Are they trying to find something? Are they trying to entertain themselves while sitting on the subway?

Make no mistake about it: mobile marketing is different than any other form of marketing because it's the context that matters as much as the content. As we move forward in our efforts to reach consumers with mobile marketing, developing campaigns that address these four simple questions will help you develop mobile marketing strategies that work.

Sean's point about context is an excellent one. When thinking about search, mobile or desktop, the user's intent is what needs to be considered. To be effective, mobile search advertising will need to generate intelligent non-disruptive responses that are within the context of the user's intent while searching on the go.

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