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Is your agency ready for mobile?

Swrve

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May 21, 2015 | 4 min read

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It’s time for the usual ‘mobile is coming’ preamble in any article of this type to be consigned to the scrapheap. Let’s replace it with some capital letters to remind us that MOBILE IS HERE AND NOW. In many industries revenue generated via the smartphone doesn’t just exceed that from desktop: it dominates it.

That’s hardly a surprise. We carry them with us everyday, check them more often than is healthy, and have got used to pulling them out of our pocket every time a question pops into our heads. Hell, we’re even putting them on our wrists now!

So with that being the case, how does your agency think about mobile? In my experience, in too many cases the answer to that question implies an almost-forgotten but bolted-on-at-the-last-minute element of the now ubiquitous 360 degree integrated campaign.

That would be a mistake. Because mobile offers the single best and most immediate way to talk to people. And helping brands talk to people is what agencies are all about. Smart agencies - the ones that want to keep winning and retaining business - need to get mobile at the forefront of the client’s mind. Before somebody else does. That means thinking clearly about mobile campaigns and getting ready to deliver them.

Operation Mobile

Let’s get that process underway.

  • Step one is reading up around the subject, and fortunately I’ve written a whitepaper on just this topic. You can download it here. In it you’ll find most of what you need to start aligning around mobile and (most importantly) delivering great mobile campaigns that your clients will love:
  • Step two is determining which kind of campaign is right for the client. Mobile can support the brand via great experiences, or drive commercial performance. Understanding which to pitch and when is of vital importance.
  • Step three is thinking omni-channel. Yes, mobile is central - but it works most powerfully when in conjunction with other channels. After all, consumers have an irritating habit of going to bricks and mortar stores. Or even websites!
  • Step four is to focus on what mobile does best. Location is one obvious example, but so is immediacy - build campaigns that deliver ‘mobile moments’ sensitive to the individual user and what is happening around them (or to them!)
  • Lastly, remember to build long-term conversations. The mobile gives great power to marketers, and a direct line to consumers. Used indiscriminately, however, that power simply irritates the end user and ends relationships - fast. Learn from users and build campaigns that really deliver relevance.

Good luck!

Tom Farrell, Senior Director of Marketing, Swrve

Tel: +353 (1) 697-5901

Email: marketing@swrve.com

Web: www.swrve.com

Twitter: @Swrve_Inc

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Swrve

Trusted by companies like Electronics Arts, Warner Bros., Life360, Sony, McAfee, and many more-Swrve is the world's leading mobile marketing automation platform. 

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