Bitefile Mobile Marketing
- Teenagers are a lucrative target group for mobile viral campaigns because they
- are very active mobile phone users,
- feel a strong personal attachment to their phone,
- find it important to stay connected with their peers.
- Teens who perceive loyalty and commitment to a brand are more willing to “buzz” a campaign for that particular brand. Therefore, mobile viral campaign can be a powerful tool in the context of brand stretching (promoting a new product with a current brand).
- Mobile viral campaign can be effective in spreading “buzz” even when teens are not that interested in the advertised brand.
- Mobile phones have huge potential as a tool to interact with traditional advertising (e.g., using the mobile device to scan QR codes in print ads to receive more information or discounts).
- Mobile phones also have huge potential for location-based advertising (e.g., making ads more relevant and timely based on the location of a consumer via Bluetooth).
Risks and solutions
- Due to privacy concerns and viruses, young consumers are increasingly unlikely to respond to SMS-based mobile advertising. Therefore, advertisers should find ways to deal with these problems.
- Give young consumers rewards like incentives and discounts that stimulate their acceptance of the privacy risks.
- Make sure the campaign is personalized and tailor-made, with content, features, and applications that suit young consumers' individual needs.
- Motion pictures in advertisements are successful in creating positive initial attitudes toward mobile phone ads. However, this positive effect only last for a short period of time.
- To positively influence young adults’ attitudes toward mobile phone advertisements over the long-term, it is wise to implement text and still pictures in the advertisement and leave flashy motion pictures out.
- Advergaming campaigns on mobile social media are most successful in creating positive brand associations and awareness when:
- there is a clear connection between the nature of the brand and the game
- the game is targeted at heavy mobile social media users
- users are encouraged to discuss the game within their social network after playing it (for example by offering them an incentive).
Opportunities for health marketing
- Texting can be used to effectively promote healthy behavior among teenagers
- Specifically, texting
- can be effective in creating a bond between teens and intervention-staff
- should be sent only to inform youth about the intervention program.
- should be sent preferably after school or in the evening.
- should only be one-directional (i.e. from staff to youth), because of the privacy consideration of the staff.
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