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BizReport : Mobile Marketing : February 22, 2011

How brands can do more with mobile

With smartphones upgrading and tablets releasing brands have more opportunities in the mobile space. With the addition to space and options, however, comes responsibility to actually connect and engage consumers to increase campaign ROI, brand recognition and loyalty. So far, many mobile brands are failing according to one expert.

by Kristina Knight

hipcricket.png"Adding a mobile call to action to a traditional TV ad allows brands to track how effective the advertisement was, but more importantly it allows a brand to start a conversation with the consumer," said Ivan Braiker, CEO of Hipcricket. "Mobile is still seen by some traditional brands as 'nice to have' but not a 'need to have'."

This, according to Braiker, is a mistake because mobile offers brands more connectivity and options. He points to the recent Super Bowl, in which few brands offered mobile information or calls to action, saying this was the perfect opportunity for brands to interact with a highly engaged audience.

This month Hipcricket released its new platform, which should help brands better connect their mobile and social plans. Through the platform brands can integrate mobile campaigns with their Facebook Pages and can better track how mobile campaigns are performing to increase ROI.

"So many consumers are using their mobile devices to access Facebook and Twitter that integrating mobile with social marketing is the next logical step," said Braiker. He suggested that brands make changes to include mobile and social options to those 'event' campaigns - such as the NCAA Men's Basketball Tournament in March. "Like the Super Bowl, March Madness is a great opportunity to increase exposure to a large audience and begin building lasting, more interactive conversations with consumers."

Of course, there are wrong and right ways to include mobile. Braiker says that the key to mobile advertising is the relevance of the ad or brand and that the ad not be intrusive.

"Mobile phones are our most personal device. When a consumer opts-in to a mobile loyalty club, they are in essence inviting that brand to communicate with them on their cell phone. That brand interaction alone drives loyalty, but brands can then send their club members coupons and offers of a regular basis, to keep the consumer coming back for more," said Braiker.

Tags: Hipcricket, Ivan Braiker, mobile ads, mobile content, mobile marketing, mobile trends

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