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Five Must-Have Elements of an Awesome Mobile Marketing Call to Action

by Kane Russell  |  
May 9, 2012
  |  12,473 views

In this article, you'll learn...

  • Five ingredients for a killer mobile call to action
  • Examples of effective and ineffective mobile calls to action

Like any marketing campaign, a mobile marketing campaign can be well thought out, meticulously planned, and perfectly functional... but still produce limited user engagement.

Why? A subpar call to action.

A call to action is the sole bridge between consumers and content; therefore, it is a key component of your campaign—and the campaign's return on investment (ROI).

To achieve success with this crucial piece of the mobile marketing puzzle, include the following five must-have elements in your mobile calls to action to ensure that you effectively engage your intended audience.

1. Describe the incentive


With a mobile marketing call to action, a brand is essentially asking a person to do something (e.g., "Scan This QR Code" or "Text a Keyword to a Short Code").

Though early adopters of technology may engage with mobile for technology's sake, the mainstream public will not. Thus, marketers have to provide and describe the incentive for consumers to take an action that a brand desires. The difference between the engagement generated by "Scan this QR code" and "Scan this QR code to receive 15% off your next purchase" is obvious.

But such calls to actions are not just about providing value. They're also about establishing trust, which is why nonmonetary incentives can be just as valuable. The key is understanding a campaign's goals and adjusting the incentive accordingly. Bottom line: The better the incentive, the higher the engagement level... but, also, the higher the cost of customer acquisition. Regardless of the type of incentive, however, include it and articulate it in your call to action to generate maximum engagement.


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Kane Russell is vice-president of marketing at Waterfall Mobile. Its technology helps companies build mobile marketing campaigns that customers love.

LinkedIn: Kane Russell

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Comments

  • by Agnes Westerhill Wed May 9, 2012 via web

    I can never get those rq codings to work. I take a picture of those black and white dots with my polaroid and lay the picture on the handset of my rotary but nothing happens. What's supposed to happen? People keeps saying that I get coupons. Where do they come from? Do they mail them to me? Can someone please explain?

  • by Dan Ang Fri May 11, 2012 via web

    A lot of people are surfing the web mobile. Thanks for the tips. Its definitely useful for new people starting out like me.

  • by Greg Hickman Tue May 15, 2012 via web

    Kane, great post. I often talk about making sure your mobile initiative is thought out like you mention and it's very easy in that planning to forget that the way you message things or promote specific parts of a program should be considered based on the device a customer might be interacting with.

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