Unlike TVs, the radio or any traditional media outlet, mobile media users are always connected, which means that the hardest thing to do from a marketing perspective will be to keep users engaged as repeat viewers and satisfied loyal customers. To do this, marketers must set clear goals and objectives for each mobile media campaign. But how? Let’s start with what key insights we already know.
Key insights on the effectiveness and receptivity of a mobile marketing campaign are linked directly to the attitudes, perceptions and feelings of an individual. The ability to capture the following measures is therefore a critical part in learning how to enhance brand performance.
INFORMATIVENESS: What can mobile users learn that is useful, beneficial and relevant to their personal lives and interests?
IRRITATION: It is important to evaluate how quickly mobile media users get to and navigate through your campaign. According to CreativePro.com, “it is more important than ever to keep viewers on your site, click, click, clicking for as long as possible. And one of the best ways to keep them there is to make sure they always know where they are. This is where good navigation comes in…”
PERSONALIZATION: For mobile media, personalization helps in establishing credibility, security and relevancy for the user. It identifies the customer as an individual and shows a higher level of customer service through customization from the organization.
Want to learn more about the power of mobile media? View this video interview on how to monetize mobile media campaigns for your business.
