By Marc Bodner, CEO, Ping Mobile

 

 

 

 

 

 

In this deepening recession with continued chaos in the markets, brands and retailers are more focused than ever on controlling their marketing budgets. This heightened concern makes mobile marketing campaigns the perfect solution due to their heavily targeted approach and low cost execution. The following are the four key elements of effective mobile marketing campaigns.

1. UNIQUE INCENTIVE – A GOOD “CALL TO ACTION": Since mobile marketing is a push/pull form of communication, the marketer must incentivize the consumer to text-in. To do so, we encourage our clients to offer a solid promotion, whether in the form of a discount, free item or a sweepstakes with an opportunity to win a worthwhile prize.

2. RE-MARKETING OPPORTUNITIES: It is not good enough to simply push out a “one off” message. The goal is to build a data base of interested “double opt-in” consumers and to utilize the database in a targeted manner for re-marketing purposes.

3. EASY REDEMPTION: Once the consumer receives the mobile offer, he or she must be able to easily redeem it. Whether in the form of a unique code, an embedded bar code or a click-2-call functionality.

4. TRACKABILITY: Finally, what makes mobile marketing so unique is the ability to track receipt and redemption of offers and promotions.

Marc Bodner is the CEO of Ping Mobile and has broad global management experience in the telecommunications and Internet sectors. Ping Mobile, a subsidiary of Ping Media Group, Inc., is the leading provider of mobile coupons and promotions, enabling retailers and vendors to communicate directly with their customers via their mobile phones.

How to Create a Mobile Marketing Campaign.