A mobile marketer’s buyers guide & best practices
Last week the American chapter of the IAB released a buyer’s guide on mobile marketing. It’s a great introduction for marketers, brands and media buyers looking for help in de-mystifying mobile as a customer acquisition tool.
The 15 pages guide covers everything from SMS to 2d bar codes – but be careful not to use some of their statistical data in building your plans as they are specific to the U.S. market only. For example, on page 4 of their report they classify a small or test mobile campaign to be 15-50k, a medium or expanded by that goes up to 150k and a full campaign starts at 150k.
The 10 to 1 rule may apply here (U.S. budgets are generally 10 times larger than Canadian), but a safer approach in assessing what to allocate is look at % of allocation relative to your other channels. I currently plan for up to 10% of my media budget for mobile for example.
You can download their report in PDF format here.
Looking for more reference guides and best practices? Be sure to check out the Mobile Marketing Association (MMA) advertising guide here as well as their guide on mobile consumer best practices here. Both guides were developed for the U.S. market, but are still great reference guides for Canadians and other markets. Their website is also a great global resource on mobile marketing and contains many case studies as well.
