10 factors necessary for creative mobile marketing activities

Compiling: @ Open to School

The key to creating a good mobile marketing campaign is to "move the mind" and not just design a standard form of embedded mobile advertising.

"Mobile advertising is really boring," Steve Jobs said in 2010. According to jobs, mobile advertising must have more attractive ideas and more effective interaction.

Has the mobile advertising industry changed? Mobile ads are still so bad? Or is the idea of mobile marketing catching up with the demand?

Earlier this year, Facebook founder Zuckerberg announced that Facebook would move aggressively into mobile, saying that if the new ad model was to be successful, the ads would have to be implanted into Facebook's mobile client. If people look at the main form of advertising, or by watching embedded ads on the iphone or on the ipad app, then the collateral ads on Facebook will not be reduced.

Is it worth paying attention to? In any case, we've all heard that the next few years will be a moving world, at least for five years. But now ubiquitous 3g networks, followed by the advent of 4g networks, the increase in the use of tablets and smartphones (about 52% of British mobile phone users have their own smartphone, and 28% of British internet use is from mobile phones), combine this data, We can foresee that the next three years are really about moving.

But the most important thing is not just to shift your advertising budget to the mobile end, but to integrate it into a larger marketing panorama.

We do things in different ways on mobile phones and tablet computers. We use them when we watch TV: Nielsen's report, "Global trends in tablet and smartphone use while watching TV," shows that 78% of Britons use smart phones when they watch TV (which is called "multiple screen Filtering"), while 24% do so many times a day. Soon, choosing to put on TV commercials will be incredible, and sponsorship ads will be more concerned with moving the end.

Mobile Marketing to be creative

Some mobile marketing activities are still boring. But I think jobs will be happy to see one of the moving categories in the Cannes Advertising festival this year.

This year's winner of the Mobile Awards, Coca-Cola, the mobile phone as the core of the whole activity, and the surrounding activities have a very real interaction. Coca-Cola lets you take advantage of "hilltop re-imagine" (Coca-Cola's mobile app") to buy a can of Coca-Cola and then" deliver "it to a stranger by a modified vending machine on the other side of the globe. More importantly, recipients (strangers) can record a video or send text messages to thank the presenter on the vending machine.

The key to creating a good mobile marketing campaign is to "move the mind" and not just design a standard form of embedded mobile advertising.

Mobile phone is the most personal device, it is always around us. Mobile phones are interactive, as research shows, mobile phones increase sales opportunities.

According to Mediacom's survey, users ' chances of buying increased 6% after only 30 seconds of interacting with mobile ads. If the user participates in the mobile ad interaction time increases to 90 seconds, this probability will increase to 20%.

Users do not want to passively watch, but expect to be able to participate.

Ten things to watch when creating a mobile marketing Campaign 1, why do you choose to move the end?

Is it because it is an option that comes with the media placement form, or does it really need to use the mobile end? There should be a clear reason for using the mobile end, and then think with the mobile end user's mind. Do not have stereotypes, mobile platform generally change very fast, today you think is a popular marketing tool, tomorrow it may be Altman.

2, if you really want to see results, you need to have the right budget for the mobile end.

Your consideration of the budget includes the part of moving optimization. The mobile end is not just an additional option for other activities, you need enough budget to make it useful.

3, do not just narrow the idea to the line, and then assume that the mobile end will have similar effects.

The way in which people are driven to participate does not necessarily work on the mobile side. Similarly, a useful way on a mobile phone is not necessarily useful on a tablet computer. We want to anticipate that the effects on different devices are not the same.

4, the way people use mobile phones is different from other devices.

If you can carry it with you, it will become more personal. For mobile phones, users expect timely action. If something does not attract their attention, they will soon move on to something else. Think about the habit of people using tablets, which is not the same as using a mobile phone. On tablets, images can be bolder and more complex, and research shows that the higher the cost (especially luxury goods).

5, location problem.

Google says 50% of mobile searches contain local information, which means localized content will be more relevant to your mobile marketing campaign.

6, can your marketing campaign be shared?

The beauty of social media activities is that they can be shared. You have to think about whether someone wants to share your mobile marketing campaign, and if anyone really wants to do that, can your activities get them to do it?

7, do not take mobile marketing as a completely independent marketing campaign.

If you take mobile marketing as a separate marketing activity, how does it integrate with your overall marketing plan?

8, make sure your site is optimized for mobile devices.

You can launch the best mobile marketing campaign in the world, but if your site doesn't fit your mobile device, how does it show?

9, make the experience more interactive and participatory.

Your sales team will appreciate it.

10, don't forget to add a clear call to action.

If you want people to buy through the mobile side, try to make the process fast and simple.

wrote it in the back

Look at the domestic mobile marketing platform, the most optimistic and talked about the most should be micro-letter. But at present, the author has not found that many will use micro-letters and users real-time interactive brand, most of the content is pushed to the main mandatory reading.

From the user point of view, the brand should think that they really need these messages to push it? Why can't they choose some interesting content accounts and choose you? Grassroots account can also use micro-letter play games? What about you guys?

From the perspective of the platform, if you have not dug up their own brand of micro-credit marketing, why not look at other mobile platforms, such as street, public comments or Pushpin, or even more and more domestic users use the Instagram? Sometimes it is better to focus on the precise potential audience in the vertical subdivision platform than the big waves.

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This article comes from the @socialbeta content contributor @ Open School Compilation

Edit: @ Shellie shally

This article link: http://www.socialbeta.cn/articles/creative-mobile-marketing-10-factors-2012.html

Original link: http://econsultancy.com/jp/blog/11022-10-essentials-for-creative-mobile-campaigns