Mobile News

Campaigns can be a combination of several elements along the reach-dialogue-learn continuum and, in some cases, includes several reach-dialogue-learn strings.

In order to address a business problem with a mobile marketing campaign, a number of options along the reach-dialogue-learn continuum are considered by the marketer and its communication agency. The consideration of these options follows a process that is part of the mobile marketing campaign know-how. This is usually a top-down approach that begins at the business level and finishes at the implementation level, where the feasibility of a few selected options is assessed. Storyboards and demonstrations are used to convey part of the user experience to the people involved in the process. The efficiency of this process will depend on how easy or difficult it is to map mobile marketing storyboards to the software solution used.

The functional requirement is therefore to provide a clear overview of the possible reach-dialogue-learn components offered by the software. If the campaign definition is directed towards basic, configurable campaigns, the solution should allow for quick configuration and demonstration of the end-to-end user experience. For more advanced, bespoke mobile campaign dialogues, the solution will permit the breakdown of the end-to-end interaction into easily identifiable elements that may be configured, assembled and demonstrated during a campaign definition workshop.

While the options within the software are typically too detailed to be directly exposed during the campaign definition process, sample campaigns or case studies are used to ensure that the end-to-end user

interaction finalised at the end of the workshop can also be implemented within a reasonable time and cost. Related to this is the ability of the software to present campaign summary screens once it is assembled and configured. The definition process  takes several iterations and, if a snapshot of the agreed configuration or content is provided each time, this is helpful for sign-off.