Make it 5 times simpler -Kevin Roberts sums mobile up as ” harnessing the intimacy of the small screen” to connect with and engage consumers. Mobile campaigns need to be hyper aware of their environment to succeed. Minimise clicks, scrolls and hits. Put as little as possible between you and the user. Assume nothing User test everything. Mobile is a great impulse medium. Campaigns need to be immediate, easy and simple to succeed. Forget campaign cross over – digital content is always going to need a customised realisation cycle.
Gen C consumers will adapt if the service is compelling enough
Be sure you understand your clients business objectives. Focus on a single proposition. You need to strip out everything irrelevant and focus only on the operations that enable that objective – across all parts of the campaign mechanic – how you appear, what you propose, how you engage, how you transact and how you fulfill. Test everything and assume nothing.
There’s much diversity in the networks that deliver mobile content and the handsets we use to receive it. Factor in the cost delivering any mobile content and then factor in again the cost of ensuring it displays on the majority of handsets. The only constant you can rely on with mobile marketing is that the network and handset is going to change.
mobile is not just about mobile - it must take an integrated approach to any campaign and any mobile experience needs to reflect the brand values and present a consistent, trustworthy view of that brand. Think about the benefits of a device that is quite literally in the hands of the consumer 24/7 however don’t be obsessed and constricted with technical concerns. If you find yourself discussing technical issues in the concept stages, your campaign idea is too complicated.
There’s much to be said for a simple mobile campaign that works. There’s just as much said about a mobile campaign that doesn’t! Mobile promotions enter a very personal consumer space. You must be usable, reliable, trustworthy and polite whenever you enter it
SMS continues to be the No 1 use of mobile services. Until there’s a way to bypass the interface restrictions – ie the fact you have a tiny screen and have to type on a keyboard that is more suited to entering an alarm pin code than writing a message to your mates – mobile campaigns need to exploit the current feature set to the very best effect. Create a more personalised engagement, be more relevant with what consumers like and don’t like, remove the amount of clicking, scrolling and loading you have to do to share, act react with a campaign idea.
The temptation is to lose time and traction trying to develop the next big thing – often the next big thing is manifest as a content and feature heavy application or service that consumers find unusable and quickly abandon. The short and medium term success with mobile is likely to be finding ways to become as relevant and day to day as possible in the consumers lifestyle. Ideally marketers want to be associated with services and functions that become so important to consumers that consumers just can’t live without it.
If the marketing objective is to become more prominent and influential in a target consumers decision cycles, where better to become trusted and influential than on the device people trust the most with their everyday intimacies?
The technology is new however the challenges are the same. The first TV shows were basically plays recorded with a fixed camera, complete with actors walking off and on stage. There was no editing! Over time creative people began exploring and understanding the broadcast medium, experimenting with placing images and sounds together in a way which could create a compelling, emotive response in the viewer. Mobile is in the same infancy. Possibly it’s still controlled by the stage managers.
Creatives need to move into the medium and push the current feature set to the outer limits before looking for the killer app. We are continually waiting on the next big thing with the mobile platform, those that gain mindshare now will continue to own it as the network progresses, it’s better to avoid the gimmicky applications
Ensure it’s relevant. Being relevant means minicking how gen-c people like to converse. People are social beings and social companionship is a key factor in human life. People sort themselves into communities or social networks.
With a mobile device Gen – C can roam freely independent of parents. Virtual freedom is a key enabler for mobile devices. Quite literally you are in the hands of the consumer 24/7 and to reach and seduce the mobile consumer you need to extrapolate on that uniqueness. People are social beings and social companionship is a key factor in human life. People sort themselves into communities or social networks. People are social beings and social companionship is a key factor in human life. People sort themselves into communities or social networks.
Google made search easy. Myspace made building a web page easy. Mobile X will surpass the keyboard and screen limitations and make mobile community easy. People are social beings and social companionship is a key factor in human life. People sort themselves into communities or social networks.
People are social beings and social companionship is a key factor in human life. People sort themselves into communities or social networks.Mobile commerce and EFTPOS is a key transactional space to explore for Gen-c. Their mobile account provides the only credit service they are likely to have approved. The wallet and phone were destined to be one.
People are social beings and social companionship is a key factor in human life. People sort themselves into communities or social networks.
There are some great community services evolving worldwide. As with most digital success stories, those who get their name established first tend to own the market.
Personalise the experience
Personality is everything. The phone is an extension of your own personality and the more organic and able to mimic your behaviours and patterns the more open and attached we will become to campaign content.
We are – quite literally – in the hands of the consumer 24 hours a day, 7 days a week. Successful campaigns will encourage people’s natural instincts to be creative and to connect with people in the easiest way possible. With mobile, you just can’t personalise enough. Every piece of information a marketer presents to a consumer needs to be absolutely about that person. It’s a big effort to get content to a consumer and it’s a big effort for a consumer to accept and process any information you send. Make sure what they end up is a valuable interaction.The human interface elements of the mobile are the limiting factors. You have to hold it up to your ear while you talk, you have a tiny screen, and the keyboard is more conducive to entering an alarm pin code than writing elaborate messages to your mates. Any function or service that remembers and reduces the amount of clicking tapping and scrolling users have to do to use it will succeed in attracting consumer interest.
Involve your customers. SMS continues to be the No 1 mobile revenue opportunity. This is unlikely to change in the short term, and marketers have the most to gain by looking for ways to push the boundaries of the current feature set to the very maximum. The technology need not be intimidating. Take the technology out of the equation and the basic rules of marketing can create compelling and effective campaign ideas. Brand subsidised activity will work. However this is not licence for another channel of interruptive advertising.
Mobile Advertising
Admob (Jan 29, 2007) reported that in 6 months (from June 2006 to January 2007), it had served 1 billion mobile Web advertisements to mobile community members (see Article 8 below)
In August last year Toyota partnered with the Fox network to produce video content for mobile phones. A series of 10 second mobile phone ads for the launch of the new Yaris, produced by Saatchi & Saatchi Los Angeles. Saatchi & Saatchi LA and The Hyperfactory recently launched a cross-channel promotion for Toyota’s PT Cruiser
The campaign blends text, banner, mobile TV and video advertising, while making use of Hyperfactory’s recently launched Mobile Media Network–an integrated 3G branded mobile platform.
Leverage the strengths of the device. We are continually constrained by the network. People now converse like their jaws are wired shut due thanks to the 160 character limit set by the carriers. We can’t browse a webpage on our phone because the screen and keyboard are too small. The future will be the network letting go enough for creative services to push and experiment with the medium as it stands.
