Mar 4, 2010

7 Ways to Improve Your Mobile Advertising

Do you think that the next big thing in marketing is going to be mobile advertising?

I think it's over hyped, but here are tips for you that work, especially with SMS text marketing.

How to improve your mobile advertising:

1) Is your message clear?
Eliminate empty words.
Would your grandmother understand it?

2) Use your customer's name in the message if possible. This works equally well on email marketing and direct mail.

"Remember that the person's name is to that person the sweetest and most important sound in any language."

–Dale Carnegie

3) Send more messages.
This is an odd tip, isn't it? But test it. I read a study about an email marketing campaign that sent email to the customers every other day. Their sales increased three times compared to the period where they sent only four messages per month. If you have time, you can watch 45 minute "Optimize Email Response" webinar here to learn more.

4) Test. Try different creative work, offers, call-to-actions, words and timing. Test, test and test again. Documented your successes, use and try to beat them.

5) Get your prospect's permission and make it easy to opt-out. Would you believe that I get SMS marketing messages from Nokia, but in them they don't tell me how to opt-out from their list?

6) Don't leave it to juniors. Get involved to learn what is possible to do with mobile advertising. Too often mobile advertising campaigns are run only by an outsourced IT-firm and junior executives who are in no connection with other agencies. That's the best recipe to kill your consistent brand image. Poor campaigns can do more harm than good because the medium in your pocket is so personal.

7) Strong call-to-action.
A hint: Copy best call-to-actions from banners and direct mail letters if you see them repeated over and over again. There is a fair chance that those words and techniques work in mobile advertising too.

Dear reader, here is one more thought before you go. A mobile phone has something that no other media has – a payment system within. If you know how to add mobile payment to your business, it can do the same what credit card did to direct mail. Direct mail exploded when the credit card came. In fact, a mobile phone works as a credit card, even little kids have it – and it's legal.

Do you have tips or thoughts how to do effective mobile advertising? Please comment. Maybe you know a good book or a blog about it? I recommend the book "Mobile Advertising" by Chetan Sharma, Joe Herzog and Victor Melfi, if you want to learn more.

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