Archive for Mobile Marketing Campaigns
Mobile Marketing Campaigns Find New Channel via Facebook
Facebook recently previewed a number of exciting new opportunities for targeting mobile Facebook consumers. According to a recent article in the on-line publication Mobil Marketer, Facebook claims that they have approximately 200 million consumers who access Facebook from their mobile device daily. Mobile marketing campaign architects have been salivating over the possibilities of executing mobile marketing campaigns on Facebook’s mobile destination, but until Facebook’s recent announcement it was unclear exactly what form Facebook’s functionality for mobile marketing campaigns would take.
A fundamental shift in mobile marketing campaigns
According to the article, Facebook’s spokesperson explained that Facebook is now at the center of a fundamental shift in how marketers think about the role of social media in their mobile marketing campaigns. There are three components of Facebook’s tool for mobile marketing campaigns:
- Pages (owned),
- Ads (paid)
- Sponsored Stories (amplifying earned)
Facebook claims that, “When you combine an engaging Page with creative Ads and Sponsored Stories, the opportunity to achieve a truly “always on” status increases exponentially. Initial data on the success of Sponsored Stories is impressive. According to Facebook’s spokesperson, “On average we’re seeing twice the engagement over Ads and in some cases we’re seeing up to seven times the engagement.”
Another new function that Facebook offers for mobile marketing campaigns is “Check-ins and Check-in Deals.” Check-in deals offer mobile marketing campaign architects and their brands a powerful way to connect with local customers and turn them into evangelists. Taking Check-in’s a few steps further than Foursquare, Facebook’s Check-ins offer four types of Check-in Deals that can be used in mobile marketing campaigns:
- Individual Deals: Mobile marketing campaigns can use individual deals for both new and existing customers to do things like: launch a new product, get rid of excess inventory, offer seasonal incentives, or to simply get more people into their brick and mortar locations
- Friend Deals: Mobile marketing campaigns can be used to make offers to groups of up to eight people, when they check in together. Friend Deals give mobile marketing campaigns the ability to increase exposure for a business because more stories are generated when multiple people check-in.
- Loyalty Deals: Loyalty deals are a great way to reward and incent your most loyal customers. Loyalty deals are to be claimed by customers only after a certain number of check-ins. You can vary the number of check-ins required. Facebook sets limits of no fewer than two and no more than 20 check-ins.
- Charity Deals: Make a donation to the charity of your choice. This is a great way to add a human touch to your brand by bringing your corporate social responsibility efforts into your mobile marketing campaigns.
Once your mobile marketing campaign has captured the prospect’s imagination on Facebook, it’s time to lure them to a microsite where you can capture their basic contact information like name and e-mail address. Then you can work with a marketing data services provider to append demographic and behavioral data to the file, so that you can personalize you communications as your mobile marketing campaign moves them down the sales funnel or along the product or service life cycle.
Choosing a mobile data provider for your mobile marketing campaign
Look for a marketing data services provider who can append data to your mobile e-mail marketing list from a database that is a hybrid file built from both compiled and proprietary data sources and combines postal, email, phone and mobile data, as well as at least 250+ selectors including demographic, geographic, lifestyle, interests, and behavioral data to improve your targeting.
Contact The V12 Group to get the data you need for robust mobile marketing campaigns.
Mobile Marketing Campaigns Become Mainstream
Mobility is the new frontier of information technology. Mobile applications are popping up in almost every facet of our professional and personal lives. Wherever you go you see people interacting with each other and applications on their mobile devices.
In fact, smartphones and other mobile devices, like the iPad and other tablets, have become virtually ubiquitous. So, it should come as no surprise that, driven by this explosion of mobile devices, mobile marketing campaigns have become as sophisticated as traditional on-line campaigns.
Some noteworthy 2011 mobile marketing campaigns highlighted in a recent article on mobilemarketer.com include:
- Range Rover’s Evoque – mobile marketing campaign used a banner ad to drive traffic to a mobile microsite with many of the same type of features and functions that can be found on a full scale automotive web site. For example, the viewer can move the view point around just like they’re walking around it. They can “build their own” car. And they can get a sense of how it performs under different conditions. All in all, this is a very robust mobile experience.
- Kellogg’s Crunchy Nut cerial – used QR codes and SMS short codes on the cereal box to drive more than 40,000 scans and 6,000 texts during a recent cereal promotion.
- McDonald’s and P&G – are running mobile ads within the Pandora iPhone app
Mobile marketing campaigns will continue to grow in both sophistication of interactive functionality, as well as popularity. But it’s important to note that to be really effective in today’s B2C marketplace, mobile marketing campaigns should be just one component of a multi-channel marketing strategy. Mobile marketing campaigns are a great way to reach out and engage customers, but it’s just the beginning.
Once you get their basic contact information you need to learn more about them so that you can personalize your communications. You can do that through interactive mobile marketing campaigns and on-line conversations, as well as working with a marketing data services provider to append demographic and behavioral data to the file.
Look for a marketing data services provider who can append your mobile e-mail marketing list from a database that is a hybrid file built from both compiled and proprietary data sources. Also, make sure they combine postal, email, phone and mobile data, as well as at least 250+ selectors including demographic, geographic, lifestyle, interests, and behavioral data to improve targeting.
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