Does Your Agency Have a Real Mobile Plan?
ADOTAS – In past years, having a “mobile plan” meant running a text-to-win contest or developing an iPhone application because the CEO thought it could get mentioned in The Wall Street Journal. Any mobile element was enough for agencies to claim, “Yes, we can do mobile!”
However, the industry hit a turning point without someone officially proclaiming 2010 the year of mobile. It is now clear that mobile is no longer just a nice to have component in a marketing program, but rather a core element. And offering just one mobile channel is not enough.
Mobile should be viewed as a comprehensive, ongoing, holistic program which is tightly integrated into your overall marketing initiatives. That being said, many CMOs are putting their business in a potentially perilous position by not asking the right questions before proceeding.
Here are some of the essential areas to consider when looking to employ a mobile marketing vendor:
Does the agency have mobile capabilities that extend beyond the sizzle of a mobile application?
While mobile applications can be branding tools, it’s important to keep in mind that the majority of the U.S. population (and likely the majority of your customers) do not have smartphones. Currently, just 21% of mobile phone users have “smart” devices which are capable of downloading apps, making it important to integrate other far-reaching mobile elements into your plan. SMS, for instance, has the ability to reach virtually every U.S. mobile phone user.
Does the vendor’s mobile offering include localization capabilities? How about those that extend beyond standard GPS functionality and into the hyperlocal realm?
In mobile marketing, location is the new black. That is to say, it’s becoming a very popular tool to target both new and existing customers. However, it’s more than just the latest buzz word; it’s got staying power.
According to ABI Research, location-based marketing will increase from about $43 million this year to $1.8 billion by 2015 as part of overall mobile marketing budgets. There are many ways to take advantage of location-based services, but keep in mind that all users don’t have GPS-enabled devices. However, there are other ways to target a customer’s location including area code, zip code and local databases from which to draw.
Can the vendor’s mobile team tie its efforts into my CRM and marketing resource management (MRM) systems?
Mobile campaign integration with CRM and MRM systems is a topic which is relatively new, but is quickly becoming important. By integrating your mobile campaigns, a brand can have a single, clear read of each customer, ensuring that the right messages are reaching the right customer at the right time and that no customer is being overwhelmed by marketing messages.
Does the vendor’s mobile practice interface with your social media team to deliver campaigns that marry the power of both channels?
By integrating your mobile and social media strategies, you’re able to better take advantage of both channels.
Does the vendor have proven analytics and reporting capabilities that can be successfully leveraged for mobile campaigns?
Analytics and reporting are a crucial element to any marketing campaign, as they allow you to measure success. One of mobile marketing’s most attractive features is real-time analytics, which help track the success of each initiative in real time, allowing you to make changes on the fly to better optimize each campaign.
Mobile marketing isn’t overly complicated. However, by asking the right questions and partnering with an agency that has the right answers, you will put yourself — and your brand — in a position to succeed.
No comments yet
Leave a Comment
- Adknowledge Acquires Video Syndicator Giant Media March 10th 2014 KANSAS CITY, Mo. and LOS ANGELES, March 10, 2014 (ADOTAS) [...] more »
- Today’s Burning Question: Instagram’s $100 Million Ad Deal with Omnicom March 10th 2014 ADOTAS – This past Friday, Advertising Age reported that Omnicom [...] more »
- PointRoll’s Social Engager Leverages Multi-Source Data to Alter Creative on the Fly for Mobile Facebook & Twitter Users March 10th 2014 AUSTIN, March 10, 2014 (ADOTAS) — Advertisers can engage prospective [...] more »
- Bitly Adds New Leadership, Partners with Moz for Inbound Link Marketing Intelligence March 10th 2014 NEW YORK, March 10, 2014 (ADOTAS) – Bitly, the company [...] more »
- RadiumOne Appoints New CFO As Rapid Growth Continues March 10th 2014 SAN FRANCISCO, March 9, 2014 (ADOTAS) – RadiumOne, the leading global [...] more »
- Blue Calypso’s DashTAGG Chosen as ad:tech San Francisco Official Mobile Gamification Platform March 10th 2014 DALLAS, March 10, 2014 (ADOTAS) – Blue Calypso, Inc. (OTCBB:BCYP), [...] more »
- SXSW News: Kenshoo Integrates with Oracle for Social Marketing March 7th 2014 AUSTIN, March 7, 2014 (ADOTAS) –- Kenshoo, the global leader in [...] more »
- The Programmatic Future: Automation Poised to Dominate Video Ad Buying March 10th 2014
- You Have My Data, Now Stop Retargeting Me! March 7th 2014
- The Top 5 New Video Ads: Snickers, Pepsi, HUVr, Hugo Boss March 7th 2014
- Spotlight on Search: Yahoo! Gemini vs. Google Enhanced Campaigns March 6th 2014
- 6 Trends That Reinforce the Need for Unified Data Collection March 6th 2014
- Marketing Operations Manager - Healthcare
- Director Digital Engagements
- Website Designer
- Online Account Manager
- Online Media Buyer
- Today’s Burning Question: Instagram’s $100 Million Ad Deal with Omnicom - Responsivemts | Responsivemts: [...] Tech Companies Must Improve EncryptionThe (Important) SXSW Panels You Missed, Explained by CartoonsToday’s Burning
- Bitly Adds New Leadership, Partners with Moz for Inbound Link Marketing Intelligence - Responsivemts | Responsivemts: [...] Live Video: Edward Snowden at SXSWSheryl Sandberg Teams Up With Beyonce to Ban
- Finding Your Brand Advocates, Are You Ready for Super Bowl Sunday? - Inside CXM: [...] Theresa Trevor, Adotas, offers 5 simple rules to motivate brand advocates: [...]
- Study: Consumers Want a More Personalized Mobile Home Screen | Isupon: [...] ADOTAS – New research from mobile analytics company Flurry shows noteworthy growth in the use