Valista: Marketers need a new playbook for mobile campaigns

18.02.2009
By 2011, more than 70 percent of the world's population will carry at least one mobile phone, according to . Many of them will be using their phones to perform functions that go beyond talk, including banking, using social networks, and finding information.

Marketers have taken notice, and anticipate new products and services to take advantage of this trend. According to , mobile marketing will grow to over US$24 billion worldwide by 2013. However, judging by a list of mobile campaign tips and tricks suggested by digital marketing firm , not all marketers have a handle on how to most effectively reach customers through their phones. Here's a short list that describes Valista's recommended approach:

- Leave legalese behind. Simplify subscription terms and conditions so customers can understand them. Clearly explain discounts and commitment periods. The more complex the terms of a promotion, the less successful it will be.

- Bundle, bundle, bundle -- within reason. Combine products that are similar to one another for more sales. For instance: Offer a movie ticket with an associated ringtone. But don't bundle more than three items. After that, the price goes up and discounts go down, along with sell-through.

- Use multiple channels to pitch to your best customers. One example would be emails that can be read on both phones and PCs.

- Price fairly. It might sound like a no-brainer, but provide value for the money. In today's economy a service that's perceived as overpriced is the surest way to lose customers.