10 Commandments of Mobile Marketing

TRENDS

10

in Mobile Advertising that will change the way you reach consumers

Thou shalt mobilise your brand strategy

As a brand guardian, you need to re-examine how your brand stays relevant to consumers as their usage patterns and lifestyles change rapidly.

Invest time to evaluate how mobile can have a positive impact on the 4Ps of marketing for your company.

1

Every platform has a significant user base and hence brands with a smartphone-only approach will miss out on a significant portion of their target audience.

Brands need to keep an open mind and have a strategy that targets customers across platforms.

2 Thou shalt thinkbeyond smartphones

Mobile phones have become more powerful allowing us to interact by seeing (screen), hearing (audio) and touching (tap / swipe / shake).

Brands must leverage these multi-sensory capabilities to generate higher engagement and brand recall.

3 Thou shalt engage the senses

Mobile users download wallpapers, ringtones, games, apps etc.

Brands should adapt (campaign jingle as ringtone, brand ambassador photos as wallpaper), but over time also create purpose-built, relevant, rich, engaging, interactive mobile content to stay in the minds of their target audience.

4 Thou shalt create branded mobile content

Not all ad formats are born equal. Performance can vary wildly based on placement, size, visibility, context and rich-media capability, amongst other factors.

Brands need to get the right media mix to successfully deliver their campaign objectives.

5 Thou shalt use powerful ad formats

Parameters like device model, OS type, app category, location and social signals, combined with being able to identify each user uniquely, allows advertisers to hyper target their communication and connect to mass audience to one-to-one level.

6 Thou shalt hyper target your communication

As a marketer, you need to translate the fragmented media landscape into an integrated experience that allows one medium to leverage the strengths of the other and make the consumer say, ‘Wow’. Mobile not only offers a great independent experience but also adds interactivity, engagement, local and social capabilities to any campaign.

7 Thou shalt integrate to supercharge

Mobile is the only media that offers close to 100 per cent audience measurement.

Brands must obsess on tracking and measuring every parameter possible, be it ad impressions, clickthrough rates, engagement levels, post-click conversions and even post-conversion metrics like lifetime value.

8 Thou shalt measure everything

When creating mobile experiences, always build from the ground up, and emphasise making the experience as effortless as possible for the user.

If you make the user jump through hoops—game over.

9 Thou shalt make it super simple

The best practises in mobile are still being discovered.

As mobile marketers, the only way to stay ahead of the pack is to continuously try out-of-the-box ideas and learn from those experiments. As Steve Jobs famously said, “Stay hungry, stay foolish”.

10 Thou shalt experiment to learn

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