Marketing Ringing Up Success

Advertising is constantly evolving so monitoring new opportunities are important to gauge the effectiveness and viability for each new advertising platform. One of the newest media platforms provides advertisers an opportunity to land right into the hands of their potential customers…via their mobile phones.

The question is, will corporations “ring up” success in this “new” advertising medium?

Recently Forrester Research Inc. reported that 79% of mobile phone customers stated that they would be annoyed by advertising being sent to their wireless phones.

It may take more than a first glance to determine if this type of advertising will be effective. As with all marketing strategies, businesses will need to closely match their marketing message with the mobile phone platform.

The Forrester Research information also reported that more than three-quarters of Americans are annoyed just thinking about mobile marketing and only 3 percent say they trust text ads on a mobile phone, reports AdAge.

Offerings must be well planned, very personalized and relevant for the mobile customer to make the strategy a success. Mobile marketing is expected to work best with cross media campaigns. Whether it is with coupons sent via text messaging or banner advertising on mobile browsers, the message must be short, provide value to the customer and be measurable for the advertiser.

Since the mobile phone medium is not restricted to one location, location-based offerings may work well in this type of advertising. For example, sending a coupon or special offer to a pre-qualified target when the customer is within a certain distance from a advertiser’s location may be an effective pull to increase location traffic and sales for marketing savvy companies.

The Forrester Research study revealed companies who have succeeded with mobile marketing strategies. One example of mobile marketing success is McDonald’s ads placed on mobile web sites to increase late night traffic to it’s restaurants. The fast food chain reported increased click-through rates with the very targeted and value based offers (mobile coupons valid from 9PM to 4AM).

One company leading the way with mobile marketing in Japan has placed quick response codes in magazines offering readers the opportunity to keep connected to the magazine’s editorial content while informing advertisers about the consumers’ interests via their mobile connections.

A survey of some of Europe’s top brands conducted by Vanson Bourne revealed that the key responses targeted via mobile marketing tactics will be for requests for additional product or service information, purchases and seeking new attributes about a brand.

As with all new marketing platforms, trial and error may be essential to creating effective strategies. Businesses must be creative and tenacious in creating integrated marketing strategies with mobile marketing endeavors.