When I recently ran a webinar series for Ketchum on Tapping the Power of Mobile, our second session focused on running successful mobile campaigns. Perhaps the most important thing that companies and agencies delving into mobile marketing need to understand is that there must be real value for customers and consumers in order for the campaign to have any success. There is an enormously deep and broad pool of mobile apps and services available, and brands will only get a look-in if they are genuinely creating value. Only at that point is there any chance of marketing value being created.
Below is a summary of the 8 sources of customer value in mobile. Any campaign that has any chance of success must be creating strong customer value in at least one of these spaces, and possibly several.
Here are examples of the 8 sources of value.