According to MarketingSherpa data, 49.2% of consumer marketers are tracking mobile advertising as a potential tactic. If you have no knowledge about “mobile advertising/marketing”, Hadl’s top 10 tactics may be good start for you (John Hadl, who recently founded Brand in Hand, a mobile marketing advisory that handles efforts for huge brands like Coca-Cola and General Motors).
- Determine goal: audience reach or customer engagement?
- Match brands with the right audience
- Mobile application differences
- Match campaigns to available infrastructure and inventory
- Capitalize on mobile’s peer-to-peer communication abilities
- Integrate mobile with online and offline marketing
- Allocate enough set-up time
- Varying ad sizes for each phone
- Don’t do mobile just because you can
- More guidelines from the Mobile Marketing Association:
1. Ads may not be misleading or deceptive to the recipient in any way.
2. Ads promoting illegal products and services are not allowed.
3. The sponsor of any advertising message should be clearly identified either on the ad itself or on the resulting first-level jump page.
4. Special categories of products must comply with existing voluntary industry guidelines. This includes but is not limited to: alcohol, tobacco, sweepstakes/promotions and ads targeting children.
5. Any ad for regulated products must comply with existing guidelines for such advertising. (Example: pharmaceutical ads must comply with FDA guidelines.)
6. Ads should be age appropriate. (Example: if ads can be targeted by age, then alcohol ads can be shown to mobile users who are of legal drinking age.)
7. Potentially controversial ads should primarily be avoided but may be reviewed on a case-by-case basis by publishers and wireless carriers. (Examples: political organizations, adult or sexually explicit content, issues/causes, religion, etc.)
8. All claims made in an ad must be substantiated before the ad is scheduled to appear. Advertising that includes warranties, guarantees or other types of assurances to the user must comply with all applicable laws, regulations or guidelines regarding such assurances, including but not limited to those set forth by the Federal Trade Commission.
9. Ads cannot promote or glorify violence, crime, obscenity, the use of weapons or provides instructions on how to “get away” with crimes or unlawful activity.
10. Language that is offensive, or disturbing, or which is likely to cause outrage, general disapproval or negative opinion within the community is not allowed.
11. Any customer information provided is limited to the current campaign only.
Know more about the ten mobile marketing campaign tactics. [via MarketingSherpa]
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