Analytics on Mobile

…and a good proof of this is the finalists list that the MMA made public yesterday for MMA’s Fourth Annual Global Mobile Marketing Awards.

Reviewing some of the ideas behind these campaigns makes me very happy because it means two things:

- More brands are embracing mobile marketing

- Mobile marketing can be “sooo” creative

I recently attended the AIME meeting in London and the type of mobile marketing I was hearing about was mainly SMS. I know SMS marketing is effective and SMS is part of our lives - and apparently even of our love lives (check the AT&T survey about the role of texting in our love lives). But let’s be honest, we can do so much more with a mobile than simply texting!

Would you like to see how your customers could interact with your brand in ways that you could have never imagine before? Let’s pick up a couple of ideas from this finalist list.

Madhouse Inc., Nike Zoom Mobile Marketing Campaign in China

Standard billboards with Nike ads were specially equipped in each city to emit a Bluetooth signal aimed at nearby mobile phones. When people approached the billboard, they received short-range signals on their activated mobiles to start a virtual stopwatch. Then they received a message to run to the nearest designated Nike store as fast as they could, where a second Bluetooth signal stopped the stopwatch and recorded their time. Every day, for the length of the promotion, the store gave away one different pair of running shoes for the fastest athlete.

This sounds pretty cool to me!

R/GA, Nokia Urbanista Diaries

The Urbanista Diaries campaign,  partnered Nokia with the media sites in a bid to engage bloggers, journalists and others to document world events in real time. Reporters were given Nokia N82s to take photos, which were uploaded to the internet and positioned on a stylised map to enable users to follow stories around the world. CNN reporters and Wallpaper fashion experts used the phones to document stories from the front line and front row of fashion shows respectively.

And here’s one that the MMA Awards missed (at least in my humble opinion!)

Puma has recently launched a multichannel mobile campaign consisting of a mobile website, in-game advertising, coupons, banners and search to develop their presence in China.  Malcolm Hanlon, CEO of Zenith China, after working on the latest Puma campaign said “We can’t outspend the huge budgets of competitors but we can outsmart them” an I couldn’t agree more. Mobile marketing is becoming the latest factory for great ideas.

Now, let’s think about the money invested on these campaigns. The first thing that comes to my mind is mobile analytics, because all of these actions must be measured in order to decide if it was worth the investment. I wonder how these brands measure the effectiveness of their mobile marketing, and what exactly is the key metric for them to decide the success of their campaigns. Companies like Bango are already helping many brands to measure the success of their campaigns, you can read some case studies on mobile analytics and learn how some brands out there are tracking their mobile marketing campaigns.

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