The goal of any mobile marketing campaign is to engage the recipients of mobile messages. That's it, end of story. Your goal is to engage people with just a few characters or a single graphic. That's the first step in engagement which, in order to be effective, is followed by more and larger scale forms of engagement that include websites and forums. Your first impression, the one that is the most brief, is the most important one and dictates whether your recipient will move on to more forms of engagement. Effective mobile marketing is using that first impression to leverage interest and thus encourage continued engagement.
1. Keep your campaigns simple. Mobile technology appears complex but the people who use it haven't changed from those who relied on newspapers, radio or television for information and received advertising from them. Your goal in any marketing campaign isn't to be as complex as the technology, it's to be as simple to read and understand as any form of print or audio advertising. In 2011, Sony and Fetch Media launched the music single Bounce by Calvin Harris and Kelis. Although created by two of the world's cutting edge marketing companies, the premise and delivery was surprisingly simple. A single banner ad with a bouncing ball was enough to get people to tap on it. Immediately, the person was led to the full screen version of the ad and a call to action that gave them the options to watch the video and purchase the single. The simple ad got more than 8 million impressions in 10 days and the single went to number on in Great Britain and number 2 on iTunes in it's first week.
2. Be clear as to your goal. While every marketer would like to be able to simply throw an ad up and expect fantastic results, it's vital to be clear about the results you're expecting. Nothing is more frustrating than seeing a mobile marketing ad that doesn't give you a second step, no sort of direction as to what to do next or why the ad is being shown. Of course, you can assume that people will simply click through, out of curiosity, but think of how many more would click through if you added a clear call to action to do so. People don't like guessing games and mobile marketing is such a transient form of media that you need to be crystal clear in order to get results.
3. Give the customer something if you want something. The rules of engagement, of strategy, nearly always include giving something to get something in return. Mobile media is no different and you have at your disposal several things you can "give" to potential customers in exchange for their loyalty. These can include, but are not limited to, free apps, coupons, discount codes and inside information. The items you give to customers don't have to be tangibles but they should be something useful, like instant directions to the nearest store that features your product or service. Psychologists will tell you that people will feel instantly obligated to someone (or something) that gives them something with a perceived value.