Question and Answer Section:
What is mobile advertising?
Mobile advertising, a subset of mobile marketing, is a critical component in driving consumers to engage, sign up and purchase. Through local targeting, ambient targeting and highly interactive rich media, marketers reach THEIR audience with highly relevant messaging & calls to action.
Why is mobile advertising important?
Mobile advertising is the most capable medium for driving brand awareness, affinity, engagement and purchase intent.
What is considered a true mobile opt in?
No company can simply buy a list of mobile numbers and start sending bulk text messages. This is spam. Mobile marketing requires an explicit opt-in from mobile subscribers. R Mobile Marketing has and continues to work with the mobile operators, Mobile Marketing Association, and others on messaging rules and regulations.
Can I just import a list of mobile numbers we have acquired?
Yes -- As long as the list has opted into another campaign that you have run.
What should I ask when choosing a mobile provider?
For a successful mobile marketing campaign, you need to work with the right partner. Here are a few key questions to ask when considering candidates:
Question: Is the vendor a member of the Mobile Marketing Association or does it at least abide by MMA guidelines?
1) The goal of a mobile database is to maximize customer lifetime value. Make sure you have a plan for how to develop an ongoing relationship with your subscribers, rather than just planning for a one-off campaign.
2) Enrich your subscriber list with metadata so that you have more filtering criteria for sending outbound messages. By filtering your lists you can increase the relevance of the messaging that you are sending out. This will increase customer engagement, which will then in turn increase the value you see from your subscriber list and ultimately ROI.
3) When collecting subscribers, you’ll also want to adhere strictly to MMA and carrier compliance guidelines. For example, for SMS marketing you have to deliver an opt-in text message to a person’s phone when they are added to a list, even if they sign up on a website or Facebook without using their phone.
4) The best way to build out a sizable mobile database quickly is to take advantage of the power of viral media. Use incentives that encourage people to refer others. For example, a viral sweepstakes campaign is one where people increase their chances of winning the sweepstakes by referring others. Using this tactic you can see thousands or tens of thousands of opt-in subscribers in less than a minute — literally.
Mobile advertising, a subset of mobile marketing, is a critical component in driving consumers to engage, sign up and purchase. Through local targeting, ambient targeting and highly interactive rich media, marketers reach THEIR audience with highly relevant messaging & calls to action.
Why is mobile advertising important?
Mobile advertising is the most capable medium for driving brand awareness, affinity, engagement and purchase intent.
What is considered a true mobile opt in?
No company can simply buy a list of mobile numbers and start sending bulk text messages. This is spam. Mobile marketing requires an explicit opt-in from mobile subscribers. R Mobile Marketing has and continues to work with the mobile operators, Mobile Marketing Association, and others on messaging rules and regulations.
Can I just import a list of mobile numbers we have acquired?
Yes -- As long as the list has opted into another campaign that you have run.
What should I ask when choosing a mobile provider?
For a successful mobile marketing campaign, you need to work with the right partner. Here are a few key questions to ask when considering candidates:
Question: Is the vendor a member of the Mobile Marketing Association or does it at least abide by MMA guidelines?
- Why it matters: Beyond the important area of best practices, a mobile marketing agency should keep you out of trouble, steering you clear of blunders like buying and marketing to a list, and creating content that might mistakenly be viewed by children. The MMA guidelines, created in part by member companies, are written to help brands avoid such transgressions.
- Why it matters: Connectivity to all the mobile operators gives you the assurance that all your customers and prospects can take part in your program. Solid relationships between your vendor and the carriers often move proposed campaigns along faster.
- Why it matters: You have business goals, and your mobile dollars need to help you achieve them. It’s important to align your brand with thinkers and innovators rather than pure workhorses.
- Why it matters: Beyond just a marketing tactic, mobile is a tool to help you create, manage, and monetize permission-based, opt-in databases. According to a recent survey, 37 percent of mobile subscribers are interested in joining a mobile loyalty club. Further, 83 percent of consumers surveyed have yet to be marketed to by a brand.
- Why it matters: If the agency was an SEO expert last Thursday and now hangs a mobile sign on its door, how much help can you count on?
- Why it matters: While mobile might be new to you, it’s like everything else — you get what you pay for.
- Why it matters: Optimization often makes or breaks mobile campaigns — insist on the ability to look at how your program is performing in real time so you can make changes if necessary. For example, we’ve seen clients extend street team activities and also re-cut broadcast spots in order to deliver the results they were expecting.
- Why it matters: The first rule in branding is consistency across touchpoints. Mobile has a unique set of challenges, including the need to produce marketing materials to be viewed on hundreds of handsets with varying levels of sophistication. The agencies that can produce consistent brand experiences across devices are the keepers.
- Why it matters: Some industries — automotive and quick-service restaurants, for example — produce better results on mobile than other categories. Just as in traditional marketing, there are nuances that can make or break campaigns. Agencies with repositories of case studies can show you what works and what doesn’t.
1) The goal of a mobile database is to maximize customer lifetime value. Make sure you have a plan for how to develop an ongoing relationship with your subscribers, rather than just planning for a one-off campaign.
2) Enrich your subscriber list with metadata so that you have more filtering criteria for sending outbound messages. By filtering your lists you can increase the relevance of the messaging that you are sending out. This will increase customer engagement, which will then in turn increase the value you see from your subscriber list and ultimately ROI.
3) When collecting subscribers, you’ll also want to adhere strictly to MMA and carrier compliance guidelines. For example, for SMS marketing you have to deliver an opt-in text message to a person’s phone when they are added to a list, even if they sign up on a website or Facebook without using their phone.
4) The best way to build out a sizable mobile database quickly is to take advantage of the power of viral media. Use incentives that encourage people to refer others. For example, a viral sweepstakes campaign is one where people increase their chances of winning the sweepstakes by referring others. Using this tactic you can see thousands or tens of thousands of opt-in subscribers in less than a minute — literally.