via ClickZ

Four Ways to Simplify a Mobile Marketing Campaign

If you’re going to develop mobile marketing that works, you have to pay attention to four simple things:

• Where is the person you’re trying to reach? Location-based technologies (such as those found in the iPhone and in Android phones with Google’s new location-finding technology) mean that you can take advantage of someone’s physical location when targeting your messages.
• What are they doing? A businessperson trying to figure out where to get a cab, take a client to dinner, or find their way to their hotel in a strange city is a much different target than some 20-something out for a night on the town. Targeting messages based on the context of the consumer’s situation makes your message much more effective.
• Who is the person encountering your mobile marketing? While figuring this out isn’t all that different from what we normally do when developing ads in any medium, understanding who you’re trying to reach in the context of where they are and what they’re trying to do is vital for reaching consumers.
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• Why are they using their device? Are they trying to communicate with their friends? Are they trying to find something? Are they trying to entertain themselves while sitting on the subway?

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