Churning Better Mobile Campaigns
Posted June 17, 2011 at 1:48 pmFiled under: Mobile Advertising by Anne Thomas Follow @Miss_mobile_webWe couldn’t believe this when we read it but it underscores how essential it is for a mobile strategy to be fully integrated. All elements of a mobile marketing campaign have to be aligned for brand effectiveness across this medium.
Earlier this month the Mobile Marketer exposed Unilever as “missing the mark” on a mobile ad campaign for ‘I Can’t Believe It’s Not Butter’. The brand had invested significant ad spend on a mobile banner campaign which sent the consumer to their WEBSITE. Naturally this provided a poor user experience with unreadable text and content that wasn’t appropriate for the consumer on the move.
I agree totally that this is not good enough for ANY brand, of course I do, Wapple have been providing technology and consultancy to brands for over 7 years so that they very easily avoid such mistakes!
BUT I must also defend the brand too. Having built a number of campaigns for Unilever we at Wapple know exactly how seriously they are investing in REAL mobile advertising experiences and only the week before the MM article was published we had delivered a mobile optimized, campaign for I Can’t Believe It’s Not Butter which was promoted through one of our key ad partners network! The site was beautifully branded and specific to the banner campaign that was running – it provided videos, recipes and light product information, social links and call to action.
Also, let’s not just pick on Unilever here – remember Google reported that 79% of their top mobile ad spenders are not providing mobile-optimized experiences.
Companies and brands need to communicate across all departments and treat mobile as they would any other part of their business. To underestimate the importance of a thought-out mobile strategy is to risk huge damage to that brand’s image.
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