4 Rules of Engagement for Mobile Marketing
From the blog:
Brands have to motivate people to act by designing campaigns as dynamic and flexible as the mobile market, which now includes search, social, video, music, gaming, payments, retail transactions, location-based services and augmented reality.
Brands need a deep understanding of how mobile apps can drive views, downloads and checkins, and how to schedule specific calls-to-action around release dates, product trials and related campaigns, both on and offline.
Brands need real-time information monitoring from mobile apps and social media to get a broad perspective. They also need to zoom down to ground level, tailoring the user experience on an individual level.
Further, brands must build these new mobile capabilities atop a solid strategic foundation. Rather than developing a series of one-offs, brands should consider how their mobile applications integrate with the mobile web.
With all this in mind, here are four cardinal rules to consider.