Makes Your Marketing Mobile

Normally brand of mobile says that they don’t have mobile strategy but in reality they probably have advertising strategy. We can’t always get what you want via mobile but only get what you need. For example, we still give email address because we unable to fill out a long registration through mobile alone. Customers then follow up via email with the registration, offer details, or provide a brochure after.

What your perspective if I’m used 4 sample rules of companies should think when considering and creating campaigns using mobile: Who is your audience? Currently, it’s a mass medium appeals to all audience compare last 3 years is teenagers. However if target retirees, may not have reach. Mobile audience has become part of their daily life and attractive group. Smartphone with full HTML browsers are now widely available and communication company should has seen their audience various demography and not only for teenagers. What is the objective? To built awareness of a product or services? Such us, promote a sale, generate leads sample or sell the products. This entire objective can be executed in mobile, even if they may not be executed exactly the same way they are implemented. Consumer already understood all that is advertising strategy on the mobiles. What is the communication strategy? Most plans currently are integrated channel performing a task as part of an overall strategy. Mobiles are only as a role to play. This is only expansion of the online plan but also link with events and sponsorships promotions or to help offline media become interactive. Brand fit mobile? It is relevant to the space. All things just do not translate to small screen. This all must keep in mind when planning the strategy.

Refer to research group International Data Company (IDC) expert’s mobile internet in Malaysia annual growth rate at 41% over the next 2 years. Ultimately, the future trend of mobile advertising will be better integration of mobile and PC campaigns, as there is increasingly complementary usage between the 2 mediums. Mobile advertising whether in an application or on the mobile internet, follows many similar
patterns to traditional and internet marketing.

Makes Your Marketing Mobile
(Theedge Malaysia, May 17, 2010)