How will global mobile media affect campaign planning?

The use of mobile among consumers is growing rapidly. According to research firm Strategy Analytics, consumer and advertising expenditure on handset-based mobile media will rise by 12 per cent in 2015 and approach $425 billion by 2021.

With so many opportunities to engage audiences via mobile there are some fundamental steps PR firms should take when planning a mobile campaign.

Establish goals

There are a number of considerations to make when putting together your campaign plan. Number one on the list is being clear about what you want to achieve with a mobile advertising. Your client may be looking to drive more traffic to their website, promote a new product or service, or purely increase brand awareness.

This will determine what type of mobile campaign to implement – whether it is launching a stand-alone app, running banner advertising or even creating an incentive-based campaign such as a click-to-win competition.

Identify your audience

Next, evaluate who your primary target audience is to help tailor the campaign to this segment. Do some research into when and how your target audience is using their mobiles and look into the types of devices they are using.

Finding out where your audience spends most of the time online can also inform your campaign strategy. For example, if your audience checks Facebook every day, you might consider running ads on the social media site that invite users to download your mobile app.

Set your budget

When setting a budget for your mobile advertising campaign, take into account factors such as the length of the campaign and whether you need to hire third parties for creative and technical services on stand-alone apps or advertising design.

Consider testing a small campaign to begin with. If it is successful, look at allocating more of your overall marketing budget to mobile in future campaigns.

Start testing

Testing your campaign will ensure it is set up for success when it goes live.

Begin testing it across various campaign attributes, such as audience, creative and messaging.

Evaluate whether your target audience responds well to the campaign, if the creative works on mobile ad formats and if the messaging is clear. If you are launching a mobile app, ensure it is accessible on different platforms and devices such as Apple and Android.

Track your campaign

Tools and analytics are essential to track the performance of your mobile campaign and measure audience engagement. Once your campaign is up and running, ensure you regularly check in on what is and isn’t working with analytics tools so you can optimise your campaign for the best results.

 

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