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The School of Mobile Vol. 2 - The Detail Chapter 3 - Mobile Technology and Solu�ons

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3.5 Mobile Marke�ng and Adver�sing ↙ go to sec�on selec�on
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Introduc�on to Mobile Marke�ng: Why it is not about if but about when…
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Mobile marke�ng, quite simply and not unexpectedly is the use of cell phones and other mobile
devices to market a brand or message. Mobile marke�ng by itself is one thing but the real promise
lies in using mobile as part of an integrated marke�ng strategy. Mobile marke�ng is commonly used
in order to increase brand awareness, drive customer acquisi�on in the form of opt-in databases
and drive traffic/a�endance to specific events or loca�ons whether they be physical or virtual.
Mobile marke�ng is not just a fad and it is here to stay and it has moved into the mainstream.
The uptake of mobile marke�ng solu�ons has been headed up by industry giants such as FMCG,
automo�ve and global media companies. Mobile marke�ng however is not just a solu�on that is fit
for the big boys. It is en�rely scalable and can be as simple and cheap or as complex, mul�faceted
and expensive as you are able to conceive. So no ma�er what size of Travel Company you are, there
is a mobile marke�ng solu�on for you.
Spotlight on Mobile and the Brand
Your brand is one of your biggest assets and mobile offers large poten�al
to leverage it. Combining content with naviga�on, search, social
networking and other services can do incredible things for strengthening
that brand when done in the right way.
It is important here to think about touchpoints. A touchpoint
is any point at which the consumer makes contact with
your brand or company be it deep, or flee�ng. The
customer is affected by each and every interac�on with
you and your brand whether it is a physical, a virtual or an
emo�onal connec�on. As such it is important to ensure that at
each touchpoint the effect on the consumer is posi�ve. The lesson
of mobile is in valuing the unique ability of consumers to interact
with your brand and create new touchpoints defined by one-to-one
communica�ons and a dialogue.
Before we get into the ni�y gri�y of mobile marke�ng it is important to realise at the outset that
irrespec�ve of the type of campaign you are considering, any successful mobile marke�ng ini�a�ve
shares some common characteris�cs:
• The campaign is relevant to the consumer
• People actually want to par�cipate and feel welcome and intrigued to do so
• The campaign needs to drive a specific and clear ac�on
• The campaign should be integrated with other parts of the marke�ng apparatus where appropriate
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