Written by: Elyse Silverman
Lumus Marketing Manager
March 11th, 2011
With the advent of Lumus's new mobile marketing strategy, Lumus must take caution to ensure the proper execution of such strategy for a maximum return of success. This report covers all the practices needed to successfully reach our target consumers using accommodated advertisements through the mobile channel. It outlines the optimal steps to be taken to implement Lumus’s mobile advertising campaign. From the use of secondary research and credible sources, the dominant qualities necessary to have a successful mobile advertisement become clear. Much research has shown similar results as to which strategies work well versus which do not. Key Points
The most important focus in implementing a successful mobile advertising strategy is the attributes within the advertisement itself. Findings have shown particular key features that are essential to a successful mobile advertisement. It must contain only information that is relevant to the receiver of the advertisement, it must be short and concise, entertaining, and interactive in order to give individuals the opportunity to respond or click to attain more information about Lumus.
For mobile advertisements to gain maximal acceptance, they must not be over-sent, consumers must not view them as spam and they must assume some control over the type and amount of ads they are receiving. Due to privacy laws and additionally, the negative view people tend to have when receiving unauthorized ads, it is best to provide some sort of incentive to obtain consumer permission to send advertisements to their phone. This is taking a permission-based marketing approach together with incentive-based marketing, creating a reason for people to allow the ad to be received to their phone and leading towards greater consumer acceptance of the ad.
After gaining permission from individuals to send advertisements to their phone, the time and medium become important decisions in the actual execution of the ad. The dominant mediums available for displaying an advertisement through are an SMS message, an MMS message, the mobile internet, or marketing products within a developed smartphone application. Each medium comprises varying advantages which will be discussed later. The different advantages arising from the use of each medium imply that the most effective strategy would be to use a collaboration of these mediums, using each one to target a specific consumer base and comprise a specific marketing purpose.
The greatest advantage bestowed by mobile advertising over other forms of advertising is the ability to send personalized messages. Lumus should therefore appoint different advertisements to different segments of target consumers. The attributes within each target group will determine which car model we will want to expose to them; the Moxie, the VivaCity, or both, through which mobile medium to send that ad, and what it should say specifically. The Moxie should be targeted towards younger, lower income consumers through a mobile internet medium in order to build brand awareness to increase sales. Advertisements for the VivaCity should be more tailored to specific groups of segmented consumers. The primary target group would be those in the transportation commercial operation companies. The Vivacity’s green technology and the cost-saving on operating expenses should be emphasized to persuade these companies about the essential movement towards environmentally friendly vehicles. Another target group are pre-existing customers whose lease is coming up or who have owned the Moxie for a few years now and are ready for an upgrade to the VivaCity. Using our already existing relationship with current customers, Lumus could gain permission from them to send SMS or MMS messages by enticing them with offers such as discount costs on car services or parts. With the accumulated...