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Mobile?s customer engagement outplays other channels: MMF panel

NEW YORK -- Because mobile devices can sense touch, sound, motion and location, brands are finally realizing the opportunities that the channel brings.

This was the topic of conversation at the Mobile Marketing Association's Mobile Marketing Forum at the Grand Hyatt Hotel. The panel of advertising agency experts agreed that mobile offers a more intimate relationship because devices can tell where customers have been and where they want to go.

"[Mobile] is a way to not just capture behavior but to target behavior and location," said Thom Kennon, vice president of digital at Wunderman, New York. "Mobile goes way beyond what the Web has given us in terms of an emotional connection with consumers."

Certain key factors make mobile unique compared to more traditional, mainstream marketing channels and were discussed in the session titled "Agency Panel: What Type of Customer Engagement is Possible Through Mobile that isn't Possible Through Other Marketing Channels?"

The panel was moderated by Jeremy Martin, vice president of 3C Interactive.

Webster Lewin, senior vice president and director of digital innovation and strategy at MS&L cited immediacy as a key engagement factor in mobile marketing, while Kristen Fox, senior vice president of mobile at Edelman referred to the unique measurability of mobile as a key factor.

Maria Mandel, a senior partner and executive director of digital innovation at Ogilvy mapped out three key areas that set mobile apart from other channels.

First, when combined with other traditional channels, mobile makes otherwise linear channels interactive because consumers have their phones with them all the time.

Second, Ms. Mandel said that location sensitivity is key. Targeting and reaching consumers based on location creates a system where marketers can contact consumers at the point in time when they are most receptive.

Finally, being able to target specific devices with content that is relevant to the consumer allows marketers the ability to alert, message and have direct dialogues with consumers -- something that Ms. Mandel noted was very unique to the channel.

The panel's discussion then shifted to client relationships and mobile strategies in terms of technologies.

Ms. Fox said that it is important to keep technology away from clients as much as possible because mobile is incredibly complex.

"Before you get to tactics you have to target the consumer," Ms. Mandel said. "Who are they and how are they using mobile?"

Ms. Mandel also commented on the importance of client objectives and that a firm understanding of client goals can narrow down mobile options and yield a more specific strategy.

All panel members agreed that SMS is the most popular and effective strategy in mobile campaigns simply because SMS acts as a gateway in initiating further consumer interactions along with the penetration ability of SMS.

"Texting is mobile marketing," said Alexandre Mars, CEO at Phonevalley and head of mobile at Publicis Groupe. "You have to be mainstream or innovative. The main question is what type of engagement you want for your clients."

Mr. Lewin of MS&L agreed, saying that people and objectives come before tactics. He explained that sometimes that means that iPhone applications and other new technology are not relevant to the client's key demographic and communication concerning this point is vital to any campaign.

Another tip for agencies was from Ms. Fox who said that putting per-messaging fees in front of clients makes them feel punished for being successful and in most cases, is not a good idea.

She also said that while mobile is measurable, it is hard to predict results for clients, just like through television and print marketing channels. This sentiment was echoed by the rest of the panel.

"Mobile gives consumers the opportunity to access content that inspires them to go do something," Mr. Lewin said.

Mr. Mars commented that even client budgets are shifting to put more money into mobile.
The panel unanimously agreed that mobile is an effective way of reaching consumers and raising brand awareness, but not without stipulations.

"Unless you're really going to go for it and put creative emphasis on your campaign, and unless you give great attention to your call to action, you will not see results," said Ms. Fox.