CC image coutersy of 757Live on Flickr.
The goal of a mobile marketing campaign is essential in choosing the right strategy and metrics, according to Sunkanmi Ola, chief digital strategist at Syracuse Digital.
Speaking this morning at the Focus Day of Mobile West Africa 2014 in Lagos, Nigerai, he said the availability of a number of strategies makes it important to choose the right one.
Syracuse Digital handles campaigns across West Africa for Tecno Mobile, and Ola said the company’s #LiveSmart campaign for a range of Tecno mobile devices released last year was mostly targeted at mobile.
“Within three months, we created the fastest growing brand page, 1,900 per cent increase in social talkability at peak, the third fastest growing YouTube brand page and second most influential Twitter handle in Nigeria,” he said.
Mobile marketing strategies available, according to him, include SMS, mobile display advertising, mobile site, app deployment and QR code deployment. He however called for caution when deploying SMS for marketing purposes.
“SMS marketing is very wide but must be targeted,” he said.
When deploying mobile apps, he recommended strategists look out for social currency, functionality and engagement ratings, while for mobile ads he recommended reach, clickthrough rate (CTR) and cost per action (CPA) should be considered.
