Basics of mobile marketing

The New Media Institute recently released a report on mobile marketing which had some interesting facts and very good points.

The report says that a lot of major brands in the US are into mobile marketing and their success rate has been very good so far. It also says that when done the right way, mobile marketing can get you very good results which will be way better than the results that you get from traditional advertising methods. One of the main reasons why all these big brands choose mobile marketing is the ability to connect to people. Mobile marketing can help you target your customer segment accurately – something that traditional advertising methods often fail at.

The report also states three important things about mobile marketing.

First, you need to offer something to people in order to make them join your mobile community. You need to convince them that there is a benefit in joining your community. You can do this by offering free products, discount coupons, special access to exclusive content, and so on.

Second, you need to make sure you respect their privacy. You need to contact them only when they want you to, not whenever you want to.

Third, relevancy of your campaign. You should get to know about people’s preferences and target your mobile marketing campaign accordingly. You cannot send an ad on KFC to a PETA activist. So, you need to make sure you send relevant ads in order to get response from the other end.

Well; I think that pretty much sums up everything. Mobile marketing campaign, when done the right way, can be the magic bullet big brands are looking for.

Categories: Cell Phone Advertising, All things mobile phones.

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Tesco Mobile’s mobile advertising campaign gets good response

Retail giant Tesco recently stated that it might consider taking its mobile advertising campaign to the next level soon, thanks to the positive response from its customers. The mobile division of Tesco, Tesco Mobile, has been running a trial WAP advertising portal since May 2007 and its growth has been impressive. Month after month, the portal grew enormously and last December, the portal had 30,000 unique visitors, which is very impressive. So, based on these results, Tesco Mobile has decided to embrace mobile advertising big time.

The click through rate (CTR) of the banner ads served at the portal was around 3% to 7%, which is again very impressive. The portal had a strong female user base which accounted for most of the clicks on the ads served. Most of these women are married and are responsible for household budget. So, naturally, fast moving consumer goods (FMCG) such as toiletries, kitchen accessories, and cleaning products were the most preferred ones among the ads served.

This again has proved the fact that when served with the right ads in the right manner, people are willing to give mobile ads on their phone a try. The only thing that matters is – relevancy.

Categories: Cell Phone Advertising, All things mobile phones.

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