Singpost Company Strategy
Leverage mobile for viral marketing
Hall said that when mobile advertising, companies must also keep in mind the "right emotional context."Since the role of word-of-mouth, varies by product category, so that the mobile engagement strategies, which are driven by how customers are involved and the level of risk with the product or service, at he said. For example, the toilet paper is low on both commitment and risk in relation to chocolate, which is associated with high participation, but low on risk, he said.
Hall advised that the right emotional approach must also be taken into account, which means looking at the "underlying dynamics" of the digital consumer needs.
For example, the announcement could be enlarged or condensed digital world of a user being a gateway to all products and services, and bring these closer to the consumer. It could also increase a user's affiliation with others or his own individuality, he said.
Then he noted that the voice of the industry to marry the "positive" of mobile advertising on the user and meet the commitment, Hall said "mistakes" can also been made.
"Love sometimes goes wrong ... then use [mobile] viral marketing, but it carefully, "said Hall.
This is that "saying sorry is so important," he said, noting SingPost excuses when one of its viral marketing campaigns, where six mailboxes were spray-painted graffiti in 2010, sparked anger much wider audience.
Another speaker at the show, Fabrizio Caruso, Vice President of Business Development and Asia-Pacific CEO of Out There Media, said of any strategy for mobile marketing will result in marks to enter a "social contract "with users, engaging them in the same way they interact with their friends and family.
Thus, the construction of "confidence" is essential, Caruso said, stressing that companies should provide opt-in process that requires authorization and consent of users to receive advertisements on their mobile phones.
Singpost Company Strategy - News
Another speaker at the tradeshow, Fabrizio Caruso, vice president of business development and Asia-Pacific general manager for Out There Media, said any mobile marketing strategy will result in brands entering a "social contract" with users,
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