2013-07-29

How do I create an effective mobile campaign?

Use this list to check off your approach and material:

  1. Make clear in the ad, printed matter, poster etc what the supplementing mobile site contains and tease with contests, discounts, etc. Utilize the possibility of more and dynamic information on the site, so that the ad can focus on creating interest.
  2. Remember that content behind a QR code or SMS can be changed over time, so experiment with the layout and content, but start simple. Change the information continuously, so that customers have a reason to come back.
  3. Note also that a mobile site can contain information that is not possible to print, like for instance videos, dynamic maps, clickable links and so on, adding value to the marketing message.
  4. Expose the most interesting information as early, clearly and up to date as possible. E.g. rebated products, that vary over time and that customers want to check often, or contests that have a short time-span, and so on. Clarify possible deadlines and conditions.
  5. Be sparing with the details, and focus on information that is enticing and selling. Answer the questions: What do our customers need when they are out and about / at the spur of the moment? What can attract them to our shops, to make more purchases, etc.?
  6. Optimize images for quick download. Although phone users nowadays don’t pay per “megabyte”, access needs to be fast. Remember that users will compare to apps. Images are scaled down to the display size, but not up, to maintain maximum quality. An image width of 720 pixels covers most phones and smaller tablets.
  7. Make yourself accessible. The phone has all relevant contact options: phone call, SMS, MMS, e-mail. Inform about the ways you can (and want to) be reached. Complement with a feedback form so that visitors can respond directly on the page.
  8. Emphasize your brand, including using your brand colors and logos. However, be economical and consistent. After all, it’s the information users want to access, not your brand book, so the pages should mainly contain the information you want to convey, using a consistent and simple design. Don’t be wordy.
  9. Follow up results, by checking what pages users navigate to the most, and by asking customers for feedback via simple questionnaires. A good tip also here is to be frugal. It is mainly the free text responses that are really valuable, not ratings, and ask at most 10 or so questions. The reason most go for multi-choice questions only, is the simplicity of analysis, not value of feedback.
  10. If your account allows it, rename the site to something that is either brand or topic related. This e.g. makes it easier for users to enter the link manually. Use short names.
  11. Test all public access paths (QR codes, SMS, etc.) to the site before publication. Test also performance, readability, relevance etc., preferably on a number of different phones and possibly tablets. Turn off Wi-Fi to secure that 3G/4G is used while testing.