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Marketing channels, and mobile campaign planning. Complete the
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Chapter 16 outlines mobile technology adoption patterns, mobile marketing channels, and mobile campaign planning. Complete the following assignment:

  • Select a business or nonprofit organization or a brand and plan a mobile marketing campaign for it. 
    • Use the process shown in Figure 16.5 on page 449 and described in the section “Mobile Marketing Campaign Planning” on pages 449-450 as your guide.
    • Be sure to address the six essential questions of planning a campaign.

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Mobile Marketing Campaign Planning

U.K. mobile agency Aerodeon has an approach to developing mobile programs that reflects typical elements of any marketing campaign strategy and adds emphasis on mobile issues. Its approach is portrayed in Figure 16.5.

figure 16.5: Essential Considerations in Developing a Mobile Marketing Campaign

 

Source: Adapted with permission from Chris Bourke, (July 2006) “How to Develop a Mobile Marketing Strategy: Integrating mobile into the mix to increase brand awareness, generate leads and win sales,” figure 3, p. 10, Aerodeon.

Mobile Marketing Campaign Planning

U.K. mobile agency Aerodeon has an approach to developing mobile programs that reflects typical elements of any marketing campaign strategy and adds emphasis on mobile issues. Its approach is portrayed in Figure 16.5.

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