Learn how to set-up a Mobile Keyword: PART ONE
A Mobile Keyword allows you to gather a list of interested participants that you will turn into raving fans. You can choose a different keyword for different target audiences or different campaigns. When we did a wildly successful Mobile Marketing campaign for Kawasaki Motors USA in the summer of 2009, we used 24 Keywords, so we could track the effectiveness of each advertising and marketing resource they enlisted. This allowed the project managers to track the performance of Radio Ads vs TV ads, Web Banners vs Email Broadcasts, Bill Stuffers vs. Direct Mail. This feature has Highly effective tracking capabilities!
Restaurants also use different keywords for their Lunch or Happy Hour Crowd (which usually work near the store) and their Dinner or Weekend Crowd (which usually live near the store). This way, they can send relevant messages to the proper audience in a timely way, just as their hunger pangs hit! What restaurant would YOU choose, if you had a Mobile Coupon on your phone, just as everyone was asking, "Where are we going for lunch?"
Restaurants also use different keywords for their Lunch or Happy Hour Crowd (which usually work near the store) and their Dinner or Weekend Crowd (which usually live near the store). This way, they can send relevant messages to the proper audience in a timely way, just as their hunger pangs hit! What restaurant would YOU choose, if you had a Mobile Coupon on your phone, just as everyone was asking, "Where are we going for lunch?"
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