MW08 – Question #6 – What mobile marketing tactics work best?

Q: As you said, you mobile device is very personal. As a marketer, what kind of mobile marketing tactics can you do that don’t annoy or invade consumer’s perceived personal space

A: Unlike some other marketing mediums, mobile is not an interruption medium – which means every tactic can be perceived as annoying or invading personal space… unless you get permission or an opt-in first.

In cases where you are leveraging bluetooth to engage a consumer directly, ensure the message is specifically relevant and in context to where they are receiving it, and ask for permission to continue the conversation before delivering the message.

For all other mobile channels (sms, mms, mobile web, widget etc…) it again starts with relevance and in the case of acquisition based initiatives, you need a strong call to action.

Mobile rarely works on its own – so don’t think of a mobile tactic as something to replace something else in your marketing mix that has worked before. Instead, think of mobile as an extension of your existing campaign.

For examples and case studies on effective mobile tactics, check out the Mobile Marketing Association (MMA) website here.