The right questions to ask when you're choosing a partner for a mobile marketing campaign. Second in a series.
This column was originally intended to be split into two installments to explain the basics of mobile marketing, lessons we've learned, and how to choose a partner. But after conversations with many brands and agencies, I've determined that choosing a partner is a complex process for many marketers. It deserves its own column -- and quickly!
If you're unfamiliar with the mobile space's players and ecosystem, selecting the ideal mobile partner can be daunting. This column will explain the mobile value chain and provides some questions for you -- the brand or agency -- to ask your prospective mobile partners, prior to making any selection decisions.
Although many players in the space are integrating across the value chain, there are four main elements:
Many brands are baffled. With so many companies to choose from and so many differences between the companies, how can you possibly find the right partner? It's best to first determine the capabilities you're looking for, then develop a checklist so you can narrow the selections and determine the partner that's right for you. According to Nihal Mehta, CEO of ipsh!, finding the right partner is one of the most important decisions you can make when choosing to integrate mobile into your cross media campaign. "Finding the right partner in the mobile marketing space makes the difference between a successful campaign and a complete flop," says Nihal.
Develop a checklist that includes the elements important to you and your company. Also ensure you include the following:
Though not exhaustive, these questions should help narrow the partner-selection process. Remember, your mobile partner is the expert in mobile marketing and will help guide and assist you. There are lots of options to choose from, so choose the partner that's right for you and your business.
Still lost? The Mobile Marketing Association Web site contains information on successful mobile case studies, mobile marketing basics, and general information that will help educate you prior to approaching prospective partners.
In part three, we'll focus on what we've learned from U.S. mobile marketing campaigns.
Laura is off this week. Today's column ran earlier on ClickZ. Be sure to check out the conclusion here.
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