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By Jain S C

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Active and changing, characterized by vigorous activity and producing or undergoing change and development The definition of dynamic contains two components that are critical to our discussion of mobile marketing. First, mobile marketing is purposeful, and second, it is active. If you can c~eate a campaign with a clearly defined purpose and make it active between you and your customers, then you have created a dynamic (and ultimately profitable) campaign. In marketing, there are two ways to reach the consumer.

Think about where your customers are and what information they might find helpful to access now. For example, a busy working mom needs menu choices for dinner tonight when she's in the grocery store, or she needs a list of healthy snack options for her child's classroom. Or consider the exercise enthusiast who tracks workouts and calorie consumption and wants instant access to this data anytime, anywhere. Developing a clear picture of your customers helps in answering the following questions: Who are they?

Everyone likes to be on a winning team and be part of something successful, which is accomplished by seeing the brand marketed. If brand awareness is linked to a customer simply seeing your ad, logo, or company name but not necessarily by taking any additional action, then brand awareness on its own should not ever be the only goal for a mobile marketing campaign. It is just too easy to add the next step on to any campaign and get a quantifiable response from your customer, such as getting someone to click through to a landing from an ad, make a phone call, or opt in to a text message responder.

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Marketing, Planning And Strategy by Jain S C


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