Optimising mobile marketing and building quality leads?

Gregori was making a presentation at the Thinking Mobile conference held late last week at the IDC Conference Centre in Johannesburg.

Mobile marketing, just like marketing, is all about building and nurturing relationships, through vital appropriate tools such as SMS, MMS, competitions, mobi sites, ring tones, wallpapers, games, banner ads, loyalty programmes, subscription, among others, he said.

While some continue to insist that traditional media is still the effective channel of marketing despite the dawn of new media, defendants of mobile marketing believe traditional marketing - a one-way relationship and guesswork as they call it - has lost its magic in today's ‘super-interactive' world full of multiple immediate choices.

Adding the personal touch

“The mobile phone is always on, always with me, always personal,” Gregori said, adding that mobile marketing's success lies in common denominator tools such as a personalised one-on-one and two-way relationship, and 100% measurement accuracy.

However, he warns of taking mobile marketing for granted, calling on mobile marketers to take account of tremendous responsibilities such as irrelevant messages, invasion of privacy, and wasted advertising budget if they are to get the best out of mobile marketing.

Utilising mobile marketing USP (unique selling proposition) best is called ‘building quality leads' and presents huge opportunities such as personalised customer, client lifestyles profiles and client relationships, and build and mine your own database, he advised.

Seek help if it's needed

On the contrary, he said not utilising the mobile marketing USP is called advertising talking at your target market, who might or might not be interested in what you have to offer.

Whoever still encounters difficulties in how to take full advantage of mobile marketing can always seek help from enthusiastic marketing consultants.

Gregori said that these people can provide support in the following areas: overall objectives definition, mobile campaign objectives definition, mobile usage definition of your target market, overall strategy definition, and mobile strategy definition.

Other areas include mobile campaign planning, mobile campaign design, mobile campaign development, mobile campaign execution and mobile campaign impact measure.

Bizcommunity.com was a media partner of the Thinking Mobile Conference Series. For more, go to www.mobilemarketingwinners.com and www.mymobworld.com .