My title is a little dramatic, but after launching numerous campaigns at the speed of light, I have to give my 2 cents! I’ve gotten pretty familiar with the fire drill approach of a few ad agencies that expect mobile campaigns to be planned and launched in the course of a single day. Now they’ll plan months ahead of time to use traditional mediums, but not give mobile a fraction of the same attention. Then when they are reviewing the results of their campaign they wonder why they didn’t get the results they expected!
It’s like taking Jell-o out of the fridge without waiting the 20 minutes. You don’t have anything solid to work with and end up giving the consumer something not as appetizing as they could have had if the proper amount of time was given. Mobile needs the same (if not more) attention as other mediums used in an integrated marketing strategy. Don’t blame mobile why your campaign didn’t yield the results you promised your client. And not to point the finger, but blame it on a poorly planned and executed campaign.
Mobile is never going to be the ” be-all” “see-all” medium. Mobile needs other mediums and channels to create exposure and then mobile leverages the engagement. However, I do strongly recommend you plan right from the beginning and incorporate mobile in your overall campaign strategy. I see a lot of mobile campaigns and time and time again, the most successful campaigns were ones that were properly planned and executed by people who understand the mobile eco-system and give mobile its proper planning time.