The mobile phone – next to the Internet, is probably the closest “companion” to everyone today. It is an active advertising interface, offering a myriad of ways to touch and influence the consumer in powerful, exciting, value-generating ways 24/7, even if they are not using it at that instance.

Complement your Internet advertising with mobile advertising capabilities - it can further enhance Internet advertising functions with its direct, timely, more personalised and targeted way of reaching consumers. Not only does it steer clear of advertising clutter issues, it also gives you a more precise control over the execution, enabling you to reach the right audience, at the right time and place.

Here are some factors you should keep in mind when incorporating elements of mobile advertising to enhance your campaign for better results.

Content is the King
The golden rule in advertising is “content is the king” and it is also very much valid in mobile advertising whether its push or pull advertising, since you are engaging in a “one-to-one conversation” with the consumer. Consider time-sensitivity, personalisation and location awareness when crafting the content. These are the key elements to successful mobile marketing. Personalise your messages; make it an attractive offer that cannot be missed. When further paired with delivery at the right time and place, chances are your consumers will be much more interested and convinced to respond to it.

Go integrated with other media 
Whilst mobile advertising is all the rage, the impact it creates alone might not be sufficient enough to garner positive results for your campaign. In a sea of media available today, mobile advertising has its limitation in terms of how much messaging it can deliver to the audience before it starts being labelled as spam. You can use this limitation to your advantage. Integrate different forms of media to enlarge the scale and reach of your campaign. Use print and web to feed your potential consumers with plenty of information, complement with mobile advertising using short but impactful messages to remind them about it. Any emphasis on attractive offers or special features will become amplified with this medium and it will help you to achieve better response rates.

Detailed campaign management and reporting
With its precision to execute target marketing, the technology offers a comprehensive report for analysis as well. In relation to the database you broadcasted, for example, message deliveries and receipts are traceable, capabilities such as mobile couponing with barcodes and point collection with product codes can also enable you to directly measure response results versus the conditions of execution. With this information, there is a lot you can learn so as to prevent any oversight for your next campaign.

Permission-based Advertising
A very positive note for advertisers is that you are dealing with a customer database that has already given you the permission to deliver advertising to them. This pre-requisite is an advantage for you to garner higher response rates since permission-based customers are fully aware and allow you to be in contact with them for related products and services, further enhancing the personalisation factor.

Carrier Cooperation
In order to deliver effective advertising, it is important to cooperate and work closely with your carrier or network operators. Since they are in control of the distribution channel and location based services, consider and ensure that the kind of services and support they can provide for you. Their technical advisory and support will be critical to your campaign success.

Want to advertise to the right audience, at the right time and place? Find out more about SPH’s Location-based Advertising and what it has to offer!