Executing a Mobile Search Marketing Campaign

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In a recent study by MarketingSherpa, 49.2% of consumer marketers are tracking mobile search campaigns as a potential tactic, and 13.8% will definitely conduct a full mobile campaign or test this year. Mobile search is a rapidly growing marketing tactic and the numbers don’t lie. Although it still has many hurdles to get over, there is a large demand for mobile marketing. By focusing on mobile search marketing, you can stay ahead of your competition and help support your offline marketing campaigns. This post will outline some crucial tips on starting a mobile marketing campaign.

The first step is probably the most apparent one, but it needs to be said. You have to define your target audience. Most mobile campaigns fail because their brand is not matched up with the appropriate viewer. Mobile marketing is more about connecting a brand with a consumer than about a product or service you are offering. Mobile users want the right information fast and they can be converted if it’s given.

Engaging your audience within a mobile marketing campaign is crucial. Mobile users typically like to do the following three things: play games, browse and text message using their mobile devices. According to M:Metrics, approximately 10 percent of consumers use the mobile web for gaming, messaging, and browsing. To help ramp up your mobile marketing campaign think of either creating an impression based campaign for branding purposes or setting up a campaign based on engagement and interaction (survey, a chance to win a new car, etc.).

Fit the right applications for mobile usage types. Are you going to target mobile video, mobile web or mobile text? Each medium has a different viewership and different audience demographics. Make sure you target accordingly.

When I set up a mobile search campaign, I always try to setup other campaigns to help support it. At this time I would not recommend using a mobile search campaign just by itself. I would normally use a mobile marketing campaign in tandem with some offline and online marketing tactics. For instance, I would create a viral campaign using press releases and online advertisements along with social media marketing and offer a big prize. All the users have to do is use their mobile device to apply. Deal or No Deal does this and so do some other games shows, such as American Idol.

When setting up a landing page, mobile version of your site or mobile advertising campaign, I would suggest the following to be taken into consideration:

Mobile Search Tactics:

  • Create a clear and precise call to action
  • Create a Click to Call option
  • Send page via mobile email
  • Add ability to share with others by SMS capability

Mobile Search Campaigns:

Creating a Click to Call Campaign: The great thing about mobile marketing is that the users are more apt to take advantage of this medium. They are already on the phone so, by providing a click to call option on your mobile site, you’re increasing the odds of that user turning into a lead for your business.Branding Campaigns: Branding campaigns are pretty standard within the marketing industry. A reason why mobile is so great is that, with the millions of views this type of search gets, it’s prime for branding opportunities and can lead to massive impressions, further enforcing your brand name and creating brand confidence.

Coupon and Incentivised Campaigns: Again, these types of campaigns are reflective of the standard marketing campaigns but also apply to mobile devices. Mobile search users love to be engaged! The coupons that they can use online, in store, etc. or incentivised campaigns where by doing something online they can receive a free gift is right up a mobile search user’s alley.

Data Collection Campaign: Lead generation is growing rapidly and there are many opportunities for data collection via mobile devices. Remember that we are on the ground floor with mobile search so establishing your virtual real estate in the mobile search arena early will allow you to compete for the high CPL, like the real estate and mortgage verticals.

From my experiences I have seen that clear, simple, straight to the point messages work the best with mobile marketing. From plain text to banner advertising on mobile devices you need to remember that consumers are on the move. They are looking to get in and get out and they are on a mission to find exactly what they are looking for. Being able to steer these visitors to what they are looking for is crucial. What’s great is that mobile searchers are in much need of being pointed in the right direction.

Also be sure to validate your mobile advertising campaigns and websites to have the best chance of showing up properly on mobile devices.

About the Author

Joe Whyte has been developing, managing and implementing successful, innovative, bleeding edge digital marketing strategies for Fortune 500 companies for over 7 years.

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2 Comments

  1. Wow Joe, This was really exceptional post. ... just something really amazing..

  2. We'll have an expended article on this topic in the upcoming issue of the Search Marketing Standard Magazine (Fall 2007). The article, just like this post, is written by Joe Whyte.