Today, Brand Republic published a fascinating article by Sarah on how to execute mobile marketing globally. As it’s only available to subscribers of BR, we can’t republish it properly here – so here it is in pirate dialect:
SMS, mobile web, apps, mobile advertisin'; wha’s right fer yer target audience? When ye throw a global campaign into th’ mix, a host o’ new challenges emerge.
While many might expect a mobile campaign t’ be led by new developments in mobile technologies, in fact nigh-on th’ opposite be true; th’ real key t’ success be creativity.
Wha’ works best in one country wit’ a certain technological profile may be impossible in another, ‘n as such th’ most successful campaigns are those based on a great idea that transcends technology.
Once an idea be in ship, brands should then look fer th’ best way t’ augment it, drivin’ engagement across a global mobile landscape made up o’ low, mid ‘n high tech mobile markets.
Th’ practical execution o’ a global mobile campaign starts in th’ same way as any other marketin’ initiative wit’ plannin’ ‘n preparation. Firstly, assess th’ mobile landscape in each o’ th’ target countries.
Th’ methodology behind this will depend on th’ data available but it should cover factors such as penetration o’ smartphone devices, tendency t’ browse th’ internet on a mobile ‘n whether yer audience loot apps or uses entertainment features.
While thar are certainly country t’ country differences, data be more easily segmented by technology rather than country, coverin’ th’ low, mid ‘n high tech markets. This can then be imprinted o’er th’ various regions that th’ brand be targetin’.
Mobile ‘n social often work handinhand on global campaigns, actin’ as a conduit t’ one another, ‘n each country’s social media profile will be different.
Th’ global social landscape be changin’ rapidly whether it’s th’ growin’ dominance o’ Facebook in th’ UK, th’ astronomical rise o’ Pinterest in th’ US or th’ popularity o’ Weibo in China. Understandin’ each target audience’s use o’ social will be crucial t’ raisin’ awareness around any mobile campaign.
Thar are also a number o’ key checkpoints t’ cover when plannin’ a global mobile campaign. If ye’re usin’ SMS, organise shortcodes so that they be ready fer activation.
Brands also needs t’ understand ‘n prepare fer integration if required whether desktop, social, above th’ line or out o’ ship, any issues needs t’ be picked up ‘n resolved early on.
O’ course, wit’ global campaigns, translation also becomes an issue. Will th’ campaign run only in English or offer key languages/defaults?
Issues start t’ arise when languages like Hebrew, wit’ a different alphabet written right t’ left, come into play, which could potentially cause huge problems if it hasn’t been considered ‘n prepared fer beforehand both in terms o’ th’ creative ‘n technical execution.
Th’ wider execution o’ a global campaign might be managed by a global agency, but often th’ implementation at a local level will be th’ responsibility o’ local agencies.
In a recent global mobile campaign, we approached th’ local management o’ a campaign by creatin’ a flexible activation tool kit, where local markets could dial up or dial down any campaign element dependin’ on thar technological profile, ‘n still ‘ave a really rich, thorough programme that could run successfully.
It can make sense t’ offer a holistic approach while th’ SMS, mobile web ‘n app bundle will deliver th’ ultimate experience when combined, each element also works alone.
However, regardless o’ local approaches th’ campaign still needs t’ be managed from a global standpoint, ensurin’ execution, timin’ ‘n messagin’ remains consistent across all markets.
O’ course, thar may be a good reason fer a homogenous approach, so ’tis ne’er ruled out, but it’s essential t’ always come back t’ wha’ th’ brand be lookin’ t’ achieve, ensurin’ th’ campaign be acutely commandeer t’ each market ‘n that th’ mechanics ye’re askin’ th’ consumer t’ engage through match th’ tools they ‘ave t’ hand.
Remember that when plannin’ mobile fer global, thin’s are nah straightforward. Multiple platforms needs t’ be considered base yer campaign around an app, fer example, ‘n ye may exclude half th’ target audience; jus’ use SMS ‘n ye may wench out on engagin’ at a deeper level via links t’ mobile web.
A successful campaign will loot each market ‘n its owns internal demographics into account, ’cause mobile performs best when ’tis most relevant t’ th’ consumer engagin’ in th’ channel.