Keys to Success for a Cross-Media Campaign that Involves the Mobile Web

October 3rd, 2011 by

In the last post, we talked about the different ways that a mobile user can access your mobile website as part of a cross-media campaign.  In this post, we will explore some best practices for ensuring that your cross-media campaign is effective.  Surprisingly, more often than not, a brand will go through the motions of “adding mobile” to its marketing mix, but fail to execute properly, and wonder why its marketing ROI is lackluster.  Here are some keys to success for your cross-media mobile web campaign:

  1. Have a goal for your campaign and a way to measure it.  For example, if the goal is to get users to view a video located on your mobile website that showcases your new product, you can measure the number of times the video is viewed.  If the goal is more general, to increase brand awareness, you can measure the number of referrals to your mobile landing page from the entry points used in your campaign (QR codes, SMS, etc.). Whatever your goal, it should involve getting the recipient of your marketing message to interact within the campaign (and with your brand), thus leveraging the advantages of a cross-media campaign.  The message doesn’t stop when the catalog goes in the trash, the channel gets changed, or the SMS message gets deleted, so getting users to continue the conversation is imperative.
  2. Have clear calls to action (CTAs) on the initial advertising medium that directly work toward achieving your goal. To continue the examples noted above, the user must be encouraged to take the action (send SMS, scan code) so he will get to the end result of viewing the video.  In addition, instructions must be clear, particularly in the case of newer technologies such as QR codes. Taking into consideration the short attention spans of mobile users, CTAs should be prioritized early in the message, and content should be streamlined and concise, or else you risk losing the users before they have a chance to execute on the CTAs.
  3. Give users a choice:  Some consumers might prefer different methods to access your mobile website.  From its printed material, Bloomingdale’s “Get Scarfed” campaign provides several ways (QR code, SMS, & direct URL) to access the advertised video.
  4. Include an incentive.  The opportunity to save money or win a prize is a big motivator, and will entice more people to take the CTAs.
  5. Once the user arrives at the landing page, keep his experience simple and focused.  There shouldn’t be any distractions to the task you want the user to perform.
  6. Make sure different “media” are coordinated.  Often the different components of a campaign are run by different groups or agencies.  Make sure the people in charge of the print, web, mobile, and email campaigns all talk to each other and have a consistent strategy.  If not, you may have a disjointed campaign on your hands. Your mobile website URL should be printed on packages, posters and flyers.  You should also include references to the URL from mobile banner ads, as well as from any email and SMS correspondence going to your customers.  In the case of an email campaign, the landing page referenced from the email must be optimized for mobile devices.

One example of a very effective cross-media campaign is that of Bloomingdale’s Spring 2011 “Color Yourself” contest, which was aimed at fashion-oriented men.

The objective of the campaign (see key to success #1) was to get users to view a video highlighting the new clothes available at the retailer for the season and get them to enter a contest (see key to success #4), ultimately pushing their new season’s clothing. The print catalog contained three clear calls to action (see keys to success #2 and #3):  type in the web URL to get the video, text into the SMS code to get a message including the video, and scan a QR code to get to a mobile landing page where you can see a video. Choosing any of the three options will direct the customer to a simple landing page featuring the video (see key to success #5) and a link to continue shopping on the Bloomingdale’s mobile site.  Trilibis created these simple, yet effective campaign-oriented pages for Bloomingdale’s, enabling them to integrate mobile web with other media and touchpoints included in the campaign.

The reality is that your consumers have the ability to access your brand from every advertising medium, and they expect that you will be there. The advantage of mobile web is that it facilitates instantaneous interaction, which enriches your campaign, and ultimately increases your marketing ROI.

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