Building A Mobile Campaign

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Building A Mobile Campaign

Sep 3, 2010 by Mark Maier

In our search for great case studies or tips to help you help your clients to create great campaigns, MediaPost gave us the topic for today's post as they examine the Hispanic market and how to reach them with mobile in "How To Build A Successful Mobile Campaign" where several universal tips came to light....

Determine your marketing goals. Are you looking for reach, revenue, a new consumer segment? How many consumers are you looking to reach?

Determine your cost-per-acquisition. What is your current CPA? Apply the same pricing model to this market.

Work with an established Hispanic mobile marketing firm. Find a firm that will help place your ads on relevant sites.

Focus on WAP and App. Target your ads on mobile websites and within smartphone apps that cater to your desired demographic.

Consider going bilingual. Many Hispanics are bilingual, but for those who aren't, ads in Spanish/with subtitles can make a difference.

Check out Hispanic publications -- People en Espa?ol, Hispanic Magazine, Latina magazine -- to discover what's hot in Hispanic culture.

Get creative. Find humorous and interesting ways to reach users. Work with your agency to create original art and creative videos that are innovative and culturally relevant.

Make it interactive, add games and trivia. MocoSpace recently partnered with a major media conglomerate to power part of its mobile site as well as to provide Spanish content to members for the World Cup.

Beware of the one-size-fits-all-approach. Hispanics come from 22 countries; more than half of the U.S. Hispanic population was born here. This diversity must be remembered when targeting Hispanics."

These tips cross into any other segment you are looking to reach and could be modified to fit any clients needs.

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