MWC13: How not to build a mobile campaign

Day two and three at #MWC13 saw more big brands and emerging innovators take to the world stage, but among the hustle and bustle of the trade show, I had the pleasure of attending a conference on mobile marketing; you may have been there too? The title: How Not to Build a Mobile Campaign, certainly had me intrigued.

The seven speakers, moderated by ‘The Godfather of Mobile Advertising’ Russell Buckley (who launched AdMob, sold to Google for $750) featured Dave Gwozdz, Helen Thompson, Stephen Upstone, Mike Zarrilli, Victor Malachard, Stephanie Hospital and Brian Wong – a powerful cast.

Over the course of some lively debate and really educated insight, each of the speakers shared with us the mistakes to avoid, and best practices to put in place, to ensure a successful advertising campaign.

The conference felt fresh and made no excuses for being honest, as the introduction alludes: “the reality of mobile advertising and marketing has not always lived up to its promise, but is finally gaining ground on the hype”. In a room full of marketing enthusiasts, it’s easy to get swept up in ‘hype’.

Helen Thompson, mobile product manager at BBC Worldwide, notes that the mobile audience is growing rapidly and that it’s always with us, because it is personal and easy to connect with. But even if mobile does present dream opportunities, marketers should avoid common mistakes and follow strict guidance to insure a successful campaign. It’s no secret that, as a new screen, mobile was always going to take time to be accepted and fully understood. It is now a mature and well respected medium for marketers, which makes it all the more important to protect.

Comments from the panel:

  • As David Gwozdz, Mojiva CEO, insists, we need to understand who we are targeting. Personal, targeted campaigns, which focus on audience behaviour, are more effective.
  • Mike Zarrilli from The Weather Company notes that data management and regular upgrades are critical to the evolution of the mobile marketing format.
  • Stephanie Hospital, who heads up the Orange Digital Audience and Advertising Division, highlights that the size of the screen matters. Launching oversized advertising on a mobile phone ruins the user experience and can therefore damage a brand image.

Mobile marketing should make things easier for everyone. As such, the panel agreed that one consistent ad format across digital platforms would benefit all parties. Intimacy and privacy should be respected, while brands get the discrete, yet targeted, views they want. Pushing relevant messages with the right gratification is key.

A successful mobile strategy must acknowledge relevant conversation and context to achieve viral cut-through. So what else constitutes a great mobile marketing campaign? Let us know below and check the upcoming Gemalto whitepaper on Conversational Marketing and Commerce: best practices to engage your customers and empower advocates.

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