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5th Finger Offers Mobile Marketing Musts for 2009 |
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SAN FRANCISCO--(BUSINESS WIRE)--5th Finger, a creative mobile agency that has spearheaded more than 5,000 campaigns, today released its “Nine for ‘09” marketers’ mobility planning best practices for the coming year. Considering that more than 23 percent (58 million) of all U.S. mobile subscribers have been exposed to advertising on their phones in the past 30 days*, successful marketers and advertisers should work to reach consumers via multiple channels, including text, email, social networks, even video games (*source: The Nielsen Company).
As consumers multi-task on multiple channels, marketers should change their approach to mobility planning in 2009 to reflect the following nine tips:
1. Make progress, not noise - As marketers jump on the mobile bandwagon, they must understand the difference between objective-based mobile marketing and "just doing lots of stuff." Decide how the brand should behave in the mobile world given what the brand stands for and how their consumers engage with media and technology. Think about mobile as a means to capture data, generate leads, drive brand advocacy, build brand communities and deepen brand engagement.
2. Utilize utility - Novelty isn’t enough. Consumers are going to demand more from marketers in order to pay attention and participate. Think “mobilizing” updates and alerts, sending mobile coupons and tapping into location-based services.
3. Stay relevant – Treat mobile messaging as a two-way communication stream and engage consumers in an ongoing dialogue to create trust and affinity.
4. Give generously – Validate and reinforce the purchase decision by delivering exclusive or engaging content. Remember that content considerations for mobile are different than other media channels…so keep it punchy and contextually correct.
5. Be explicit – Think about objectives, segments and relevance before setting out. This pursuit helps to create salient connections with consumers.
6. Minimize risk - Even with the most rigorous processes and creative thinking, achieving real results often comes down to an experienced campaign management team. The team tests the mechanics and user experience to limit risk and ensure that the mobile experience is user-friendly.
7. Maximize opportunities – Every point of interaction with a brand is a media opportunity. Think about mobile holistically as opposed to a one-off and create opportunities by leveraging all available channels (on-pack, events, TV, etc). Use mobile to drive consumers to and from various parts of the media mix and then drive them to brick and mortar retail locations.
8. Monitor and optimize – Keep your eye on the results for the duration of the campaign and look for opportunities to shift media, tweak messages and hone activity levels.
9. Think outside the screen – Consider Massive’s use of text messaging as a way to drive engagement, interaction and measurement of its in-game advertising inventory. Players don't want to have to quit their game just to visit a brand’s Web site, so they can easily pause the game, grab their cell phone and then kick off the engagement.
“People are changing the way they access the Internet. Fewer people are accessing the Internet from home and more are regularly accessing the Web via their mobile devices,” said Conrad Lisco, Creative Director, 5th Finger. “As more people get access to high-speed mobile devices and the networks that support them, we’re going to see consumers demand complete integration. They’ll want to access their social networks along with micro-versions of their favorite traditional applications on a single mobile device. This will become the norm in 2009.”
About 5th Finger
5th Finger is a creative mobile agency that formulates strategies and designs engaging interactions to reach consumers living on the go.
Embracing a results-focused, customer-driven approach to mobility planning, 5th Finger, a mobile agency with technology DNA, recognizes that every interaction point with a brand is a media opportunity. 5th Finger has extensive experience in program-based integration across multiple online and offline channels.
5th Finger’s integrated mobile campaigns reflect unparalleled experience across multiple sectors from CPG and entertainment to pharmaceuticals. Operating in New York, San Francisco and Sydney, 5th Finger has spearheaded 5,000 campaigns and 300+ million consumer interactions globally.
Contacts
LEWIS PR for 5th Finger
Emelyne Interior, 415-992-4400
5thFinger @lewispr.com
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