Bitefile Mobile Marketing

Opportunities

• Teenagers are a lucrative target group for mobile viral campaigns because they
  1. are very active mobile phone users, 
  2. feel a strong personal attachment to their phone, 
  3. 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.

Specific features

• 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.