Spam, we all know. The e-mails (let alone other forms of messaging, such as SMS) I personally get everyday that can be categorised as spam, are in the hundreds (yes, I do realise there’s some of you out there that get them in the thousands, but this isn’t a contest, right? — and if it is, well I guess I win 🙂 ). In this category I am only counting e-mails(or messages, in general) which I would have rejected, had I been given the option, and most of which are from an unsolicited use of my e-mail address, that I just cannot be bothered to chase up.I heard a very interesting definition of ‘Junk Mail’ a few days ago, btw. This definition included, not only the the aforementioned messages, but also messages from people we do know, that simply contain stacks of useless information. An excellent example of this is conversations between a number of parties, which contain a lot of content, but little substance, and could easily have been stripped down to one word / phrase, such as ‘Yes’ or ‘I agree’. This definition was what got me thinking about today’s subject.We put a lot of work, and invest our hopes, as well as a good deal of money, of course, in our mobile marketing campaigns. This is what makes it all the more important for them to be successful. We’ll also be out of a job if they aren’t, incidentally, so I guess that’s another very good reason.There are two key points that make a successful campaign:* provide some value to the end user, so that they want to see your message,* notify them as to the existence of the service.Regarding the first point, there is a lot of debate about how to provide value to the end user. There is not just one answer, in my opinion, and the answer in every case is different. This is because we are talking about running a marketing campaign in a physical environment. Well, physical environment are all just different from one another, and thus have distinct requirements. There are some common characteristics between similar physical spaces, that allow us to run the same mobile marketing campaign across all of them, sure. However, in theory, each location can provide slightly different information to the end user, specific to its own unique characteristics. For example, the same campaign may run on every bus stop in a certain town, prefecture, or even country. Ideally, however, it would be much more effective if each single bus stop provided the same content, but slightly altered depending on its location.In addition, this value depends (perhaps more greatly) on the target audience, and the end users themselves. For each mobile marketing campaign, we must consider:* who our target audience are,* why we are trying to reach them,* what message we are trying to get across,* what the tone of the message should be,* what interests our target audience and how that relates to our product,* and finally what the content of the message itself should be exactly.The answers to the above questions are more than likely to yield an appealing message or service to our target audience, through which our marketing message will be delivered. The marketing message or advertisement must be weaved into the fabric of the service being provided that has value for the consumer. The more we can accomplish that, the less it will be perceived as an advertisement / marketing message and the consumer will be much more open to it.Good ads or marketing campaigns always give something to the consumer; whether that’s humour, some education, art, etc. it depends. But if you want the consumers’ attention it doesn’t come easy (though mobile marketing does make it cheap – compared to what you would pay before). You must put the effort and thought into broadcasting your message in such a way that it does not feel like an ad.Be creative, and put yourself into the shoes of the consumer. They will always appreciate you and your product more.