mobiThinking has been reading the first wave of coverage of Barack Obama’s use of mobile in his White House campaign.
The publicity should be great news for the mobile marketing business. See: A victory for Obama, a victory for mobile.
But what lessons can mobile marketers draw from the Obama campaign (or McCain’s for that matter)? This article from Airwide Solutions’ provides some useful pointers. This was our favourite:
“The power of the message lies beyond 160 characters: One of the best tactics of savvy political campaign managers has been the use of embedded links in each [text] message that direct to a candidate’s homepage.”
The lesson here for the marketer is that the text can be used as a lure, bringing customers to the mobile site for product information, promotions, and to sign-up for future mobile content and alerts.
mobiThinking wonders whether the most important mobile lesson from Obama is yet to come. The billion dollar question is: what’s next – the campaign for the presidency is over, but does the mobile marketing campaign end here?
How frequently will Obamamobile.mobi be updated from now on and how many people will continue to visit the site?
What happens now to the massive database of opt-in subscribers to campaign text alerts? Should the relationship end, if not, how should the Obama camp try to keep it alive?
The Washington Post sets the ball rolling with What next for Obama's text-messaging database? .
We hope for a lot more analysis (and some campaign statistics, hopefully). After all this is the burning question for all mobile marketers face: how do you stop the customer relationship dying with the campaign?