Thursday, March 8, 2007

Mobile Fundamentals, Courtesy of Soapbox

Soapbox Mobile, a full-service mobile marketing agency that has worked with several big brands, including Procter and Gamble, Saab and Guinness, on mobile campaigns, has put together a list of five fundamentals that mobile marketers should keep in mind when working on developing a mobile marketing campaign. So it would be remiss of us not to share them with you. Here then, is the mobile marketing gospel according to Soapbox. “Use the following rules as guidelines when creating a campaign” says Soapbox President Dan Flanegan, “and you can't go wrong."


Leverage all of your media and integrate your campaign. Make mobile the common glue that ties your campaign together across all consumer touchpoints.

Clear Call To Action

Make your call to action clear and simple and make it stand out. Interacting with your campaign should be simple with few barriers to entry.


We test every other marketing and advertising method, why not test in mobile? Try different calls to action, create A and B message content to see which generates a greater response. Learn what works and what doesn't.

Measure Media

Where did my mobile subscribers come from? Who participated the longest or opted in for future promotions vs those who opted-out right away. Odds are each media source - print, web, broadcast - might attract a different mobile user. Make sure your calls to action have different keywords associated with them, so you know what media is performing in the short term on response, and what performs long term on loyalty.

List Building

Make sure part of your campaign involves asking the consumer if they wish to opt-in to future promotions. While you have them hooked, give them a good reason to come back or to stay engaged. Customer acquisition requires that you keep them engaged and build a database of loyal mobile subscribers.

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