Client marketers are being given a helping hand in understanding the quickly evolving digital marketing sector with the publication of two guides by client trade body ISBA.
The guides – one for mobile marketing and the other addressing digital measurement and analytics – provide decision-making tools to improve client-side input to the planning, direction and production of digital/mobile marketing campaigns.
The Mobile Marketing Guide, produced in association with Simon Andrews of addictive – a full service agency focused on mobile – gives an overview of the mobile marketing landscape, legal considerations, some practical tips to leveraging mobile campaigns and some of the questions clients need to be asking of their agencies during a pitch for mobile activities.
And the Digital Measurement and Analytics Guide, produced in association with Jonathan Longden, director of analytics and accountability at R/GA, provides a step-by-step guide to building a measurement strategy, including getting set up with the right tools, what clients should be measuring and how they should report their findings.
ISBA’s consultancy manager Christina Nilsson said: “We are delighted to be adding these two highly topical guides to our suite of tools for our members. The majority of brand advertisers I speak with all want to understand the mobile landscape and often they would benefit from a comprehensive, strategic overview. We are hoping that our mobile marketing guide will help to give them that.
“Digital measurement is another area that continues to be high up on marketers’ agenda. I have no doubt that our measurement guide will be a useful tool to enhance the measurement to help setting smart objectives and KPI’s upfront of their digital campaign work.”
Charlie Hunter Schyff, head of media planning at O2 and a key contributor to the Mobile Marketing guide, said: “The guide undoubtedly will help marketers position mobile within their advertising campaigns and clearly demonstrates how mobile binds channels together.
“It tackles the sheer scale of the mobile ecosystem from the instancy of messaging, the innovation of location-based services and social media and the power of search right through to understanding how to close the loop with mobile redemption, m-commerce and the rising adoption of near field communication.”
