Creating the perfect mobile marketing solution can be difficult, especially at a time where is hard to get clients to part with their cash in the contentious economical situation that we find ourselves in at the moment.
Deciding between a mobile website or iPhone application depends entirely on the client and their objectives, but mobile solutions don’t work for everyone, and this blog looks at the mobile campaign suitability process, how and why we get to a decision regarding mobile as the central hub of an integrated campaign.
The first stages for deciding on whether mobile is right for your campaign, is to determine whether the role of mobile fits with the campaign objectives and if it can’t, then how its role be amended. There are four potential roles of the mobile within a campaign; the generic role, communicational role, delivery role and as the central hub of the campaign.
Essentially, the target audience must use mobile media and a sufficient proportion of the target audience should be able reachable with their usage made relevant to the campaign to justify the inclusion of mobile within an integrated campaign.
The next question a mobile marketer must ask is can the campaigns emotional context be made relevant for the mobile, can the campaigns central message be transferred onto the mobile media and if so, can current technology allow what would be required within the budget.
If all these questions are answered with a yes, then it is justifiable to include mobile into a campaign and reap the benefits of this richly engaging media. The rewards mobile marketing offer are growing as more brands accept and adopt this growing media with larger ad spend looking to open a dialogue with their consumers on a more intimate level.