- Category: August 2011
Now that brands are able to see the effectiveness of marketing, just measuring is not enough - the next step would be improving. Imagine if marketers could make real-time improvements to campaign elements while the campaign is running. Having the ability to make immediate changes based on consumer behavior and reactions is bound to maximize the results of any campaign.
The goal or overall benefit of performance marketing is to actively create better results and drive revenue. Mobile marketers can monitor consumer response over devices and receive feedback in real-time. This enables marketers to analyze the impact and direction of the campaign as it happens, and make adjustments to boost effectiveness. Mobile campaigns will become live, evolving over the running duration to include improved functions and messages which would be better received by consumers. This change has to be driven by capable marketers who can react based on current results and consumer interaction while retaining the core message.
Having established the importance of consumer centric marketing, the key to mobile performance marketing relies very much on conversations with consumers. What better way to maximise campaign results than to give consumers what they want? To do so, there must be communication. The savvy consumers of today appreciate the fact that their opinions and suggestions are valued. Being able to influence certain elements of the mobile campaign even in a small way would create involvement and a sense of ownership.
While focusing on performance marketing, however, mobile marketers have to ensure that they do not neglect consumers’ privacy and choice. Permission-based marketing is an essential element in any campaign. In fact, this ultimately drives the overall success of the campaign. Instead of bombarding consumers with all manners of creative marketing tactics through different media in hopes of impressing, marketers should focus their resources and energies on reaching out to key consumers.
Asking consumers for permission and providing them with the choice to opt in or out of mobile ads works to benefit both marketers and consumers. Marketers are able to segment their audience and send precise messages, and consumers are happy to receive information that is relevant to them and will therefore be more attentive. This creates much needed quality in campaigns and consumer experience at the end of the day.
Marketers are just getting warmed up to mobile marketing. The MMA is here to encourage innovation, provide frameworks and educate both seasoned and young marketers to make sure they have the right skill set and guidelines to fully leverage mobile technology. A polished mobile marketing workforce will then just need the right technology to integrate mobile and performance marketing. The MMA continues to work with industry thought leaders towards this common goal to drive advancement in mobile marketing.
By Rohit Dadwal,
Managing Director, Mobile Marketing Association Asia Pacific Limited