On His Soapbox

President of Soapbox Mobile Dan Flanegan offers his 5 key elements to consider when developing a mobile marketing campaign:

1. Integration: Leverage all of your media and integrate your campaign. Make mobile the common glue that ties your campaign together across all consumer touchpoints.

2. Clear Call To Action: Make your call to action clear and simple and make it stand out. Interacting with your campaign should be simple with few barriers to entry.

3. Test: We test every other marketing and advertising method, why not test in mobile? Try different calls to action, create A and B message content to see which generates a greater response. Learn what works and what doesn't.

4. Measure Media: Where did my mobile subscribers come from? Who participated the longest or opted in for future promotions vs those who opted-out right away. Odds are each media source--print, web, broadcast--might attract a different mobile user. Make sure your calls to action have different "keywords" associated with them so you know what media is performing in the short term on response, and what performs long term with loyalty.

5. List Building: Make sure part of your campaign involves asking the consumer if they wish to opt-in to future promotions. While you have them hooked, give them a good reason to come back or to stay engaged. Customer acquisition requires that you keep them engaged and build a database of loyal mobile subscribers.