Agency requirements for a successful mobile media campaign

To create a successful Mobile Media case study, a few key factors need to be in place, but the most important starting point is a good relationship between the client, traditional agencies and mobile agencies.
This is according to Angus Robinson, Brandsh CEO, who was recently speaking at the MyMobWorld Conference in Sandton. Brandsh is a leading online mobile and social media agency.

"Most big brands have a lead creative agency; however few of these have the necessary mobile and social media skills, which is why it is necessary to work with an agency which understands the subtleties of these environments," advises Robinson.

To build a successful case study, mobile agencies require the following:

Good processes

Process is possibly the most important aspect of a mobile media campaign - equally as important as the technology involved. Because mobile campaigns are complex and are often coupled with social media campaigns, there are lots of elements which have to be bought together at the same time - so it's vital that there is a strong process that works.
"Communication, work flow and time lines need to be outlined from the very beginning, and this is particularly important when it comes to managing expectations," says Robinson. "Media planners should be involved right from the beginning of the process as this ensures a good balance between creativity and ad placement."

Defined roles

In mobile media, there has to be a strong branding and awareness role, a strong informational role and a strong action role, and Robinson says the media planning and campaign elements must be split around these three key roles.

Mobile is a multi-disciplinary environment, and the key role players from an agency perspective are:
  • Strategic planners
  • Creative strategists
  • Media strategists
  • Client teams
  • Key account teams
  • Media planners and buyers
  • Technology teams
  • Content teams
"Although the mobile world is obviously highly technical, it is also extremely creative," he says. "The content on this platform has to be consistent, making Content Management teams an extremely important part of the mobile world. Without effective Content Management, your campaign will have little direction and minimum continuity."

A good brief

All agencies - creative, media, public relations, sponsorship, packaging and/or design - should be on the same page from the very beginning, with a good understanding of what the client's desired outcome is. This is why a clear, concise brief is of utmost importance.

Each agency should have a clear understanding of what the other is doing, and all the outputs should be work together to convey the same message. "By using various platforms, whether it's print, mobile or Internet, it is possible to deliver a meaningful, in-depth message and a successful campaign which reaches various target audiences," says Robinson.

A thorough brief would include the following information:
  • Budget (more on this later
  • Timing
  • Target market: Demographics, interests, etc.
  • Suggested sites
  • Model: Cost per Click (CPC) or Cost per Mille (CPM)
  • Impressions and frequency
  • Reporting
  • Objectives
  • Overall message
Budget

Mobile is also referred to as what Robinson calls the "Get in there Medium".
"It's cost effective and relevant. Already ad executives are seeing a decline in traditional ad sales, and mobile is said to be one of the biggest disruptive forces."

However, mobile budgets are still miniscule. Media planners should be looking at mobile more seriously and they should also be pushing for something called a Leap of Faith budget. This allows you leeway to test your market and your ideas.

Measurement

"It's a chicken and egg case - you need a defined audience, but in South Africa's burgeoning mobile world, most clients don't have a defined audience," he says. "One of the key advantages to mobile marketing is its ability to provide a fully traceable and measureable medium through which to channel campaigns. We are able to focus on more than simple demographics, we are able to understand and tap into behavioural and decision making cycles.

"We are moving away from chasing 'impressions' and we are now seeking out active engagement. To do this, you have to define your audience by looking at stats to determine who is in the space you want to be in, what mediums they're using, what are their interests and needs - and target accordingly."

There are various tools of evaluation - choosing which one to depends largely on the objectives of the campaign.
  • Obtain leads, drive engagement or click to call to make a purchase
  • Cost per Click (CPC) as this requires a strong call to action
  • Increase brand awareness
  • Cost per Mille (CPM) as this is more of an informative campaign
Analysis

During the campaign and at the end of the campaign, analyse the data thoroughly so you can identify spikes and trends to get a better understanding of your audience.

"Use this data to structure further campaigns, ensuring extendibility and relevance in the long term. This means clients will be able to reinvest every time they do an additional campaign," concludes Robinson.

14 Aug 2009 13:14

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