Mobile marketing

Is that a phone vibrating in your pocket? Or . . .

Your phone is probably in your pocket or resting just by your keyboard. Or, you could even be using it to access our site. It is most likely a smartphone (Blackberry, iPhone, Android, etc) so you can pick up email on the go, browse the web, listen to music, take photos and download apps. Within the next three years mobile internet access is forecast to overtake desktop access. Smartphones offer new opportunities for marketeers but TXT and SMS marketing shouldn't be totally ignored.

It starts with a concept

Mobile is an exciting and ever evolving medium, but just like other media the message and the concept which engages with your audience is key to success. Our knowledge of mobile ensures that we will always explore the mobile possibilities for every campaign when appropriate for your audience.

Including everyone

Mature TXT and MMS platforms allow for instant two-way communication with mobiles via short-codes (like 65006 for Marks & Spencer’s ‘Back to School’ campaign). These can be used in offline media to capture contact details for users interested in your products and services. Or to deliver content like a ringtone or TXT updates direct to a user’s mobile. We offer advice and recommendations on how best to use TXT and MMS including profit share of premium rate numbers and integration with your CRM system(s).

Shiny apps for the pioneers

The Apple store for downloading apps for the iPod Touch and iPhone has been incredibly successful. Apps have a shiny appeal which many brands want to connect with. The most popular apps either have short life spans (fun addictive games and apps that support online gaming or films) or are best called 'utility apps' - for example news/weather apps, existing services (eBay, Skype, Shazam) and social media platforms (Facebook, TweetDeck, LinkedIn). We have in-house design and development experience and would welcome the opportunity to discuss how an app could form part of your marketing communications plan.

Mobile web for the long run

As connectivity and browsers on mobiles improve, more users are using their mobiles to access websites than download apps. Over the last 12 months we've seen traffic from mobile devices growing by up to 900%. With smaller screens and different user interfaces mobile sites need to offer just the core content and services quickly to users. Good examples include The BBC, The Guardian and Autotrader. Because of the way our websites are built they already perform well on mobile browsers, but where relevant we are targeting specific functionality for mobile users and considering what content will be most appropriate to them.

Questions?

To discuss how mobile marketing could be better used as part of your marketing communications, call Iain on 0131 625 5500.