“Mobile is at the core of everything we’re doing. If we can’t make a story work on a 4-inch-by-2-inch screen, then it doesn’t work, and it doesn’t go further.”
Wendy Clark President, Sparkling Brands & Strategic Marketing for Coca-Cola North America
With most of us glued to our smartphones for hours every day, mobile marketing can be a great way to reach new customers. Here are some tips for getting started.
Mobile marketing is an important part of any short-term or long-term marketing plan. It can be roped strategically in a multi-channel strategy that reaches the intended audience through a variety of handheld devices.
The attention span has reduced considerably in recent years, and to consistently maintain the attention of potential buyers, marketers will have to create a truly omnichannel strategy with mobile at its heart.
Marketing is getting fragmented with every technological innovation. A smart marketer knows which innovation to use to target a certain set of consumers.
As a marketer, you need to keep your messages to-the-point, and useful and ensure that they hit the mark.
It is extremely important to keep the different devices in mind while devising a mobile strategy.
Before we delve deeper into the case studies related to mobile marketing, let’s have a quick peek at some of the astonishing stats.
These numbers present a solid case for why you should have an integrated mobile marketing plan in your overall marketing strategy.
And, there were 658.0 million internet users in India in January 2022.
There is a high likelihood that you are reading this article on a mobile device, further highlighting the importance of a mobile-first approach for your overall marketing mix.
This will result in exponential growth in the consumption of data and the number of subscribers.
It is expected that on average, the data consumption will go up to 50 GB per month by 2027.
There are various types of mobile-first strategies. For example, App-based marketing, In-game mobile marketing, Location-based marketing, QR codes, Mobile search ads and our good old friend, SMS.
You can opt for any of these strategies. However, for your mobile engagement to be effective, you need to finetune the entire customer journey; starting from mobile, moving through other mediums/platforms, and finally ending at purchase.
Now, this needs some real work!
For driving the demand for your product, the most clever strategy would be to connect with them in real time.
Hopefully, some of the following case studies will inspire you to do some extraordinary work for your brands.
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1. Nivea Sun Kids
Nivea Brasil created an app so parents could keep an eye on their children at the beach. How does it work? In the ad, you find a bracelet. You detach it and then put it around your child’s wrist. Download the app and set the distance your child can go. If he or she goes beyond that limit, you get an alert.
Effects:
Sales increased by 62%.
Takeaway:
Give your customers something they need.
2. INOA Color Capture
To boost sales of its professional cosmetics, L’Oreal launched an app that involved gamification mechanisms. Users could see a map with saloons that offered free treatment or discounts in the neighbourhood. Offers, called bubbles, were available only for a short period, so users had to be quick and run for their new hairstyle as soon as they spotted an offer.
Effects:
- More than 10,000 downloads in less than 2 weeks
- 1,500 salons in Great Britain engaged
Takeaway:
Give your users some fun!
3. Coca-Cola Happiness Flag
The brand developed a “Happiness Flag” campaign, where the users were encouraged to submit photos that would all become part of one massive mosaic in the form of a flag and be debuted at the beginning of the FIFA 2014 World Cup. Mobile was the ideal channel to lead this campaign because it is where over 90 percent of social activity occurs, and selfies are made popular by smartphones.
Effects:
A record-breaking number of submissions (2,20,000) for a digitally produced photomosaic were received from 207 countries.
Takeaway:
Give users a larger purpose!
4. KLM lounge access
Airline KLM wanted to shift its customers from desktop booking to mobile booking, by convincing them that it is simple, fast and reliable.
To help do this, the company offered free lounge access to anyone who used its mobile booking platform during a campaign period of three weeks.
Customers received lounge access as mobile coupons in their digital wallets (passbook and Google wallet).
These apps sent a push notification to customers when they were passing through a lounge, so they were reminded to use their coupon.
Effects:
There was a 17% increase in visits to KLM’s mobile site, which generated 34% more bookings and 38% more mobile revenue.
Takeaway:
Make an offer they can’t refuse!
5. Asda’s customer-driven approach
Asda, a British supermarket chain, wanted to jump on the mobile bandwagon by building an app that would make shopping quicker and more convenient for its customers.
These strategies fit in well with the concept of ‘stores without walls’, a long-term objective of Asda.
The customer survey results showed that customers wanted an app that was simple and easy to use. Based on multiple feedbacks and suggestions, the app included features like a store locator, recipe finder and barcode scanner.
Effects:
The mobile platform now accounts for 18% of all grocery home shopping sales for Asda.
Takeaway:
Make their life easy!
To sum up
Mobile marketing offers a wealth of opportunities and channels for brands to reach and target their audiences. While mobile marketing is new compared to other media, there are still many variations in approaches by brands and agencies.
When you consider the global nature of mobile, and how different mobile adoption rates vary from country to country, it’s no surprise that brands use a variety of approaches on mobile depending on their campaign goals.
Finally, is mobile marketing effective?
There are five billion mobile phone users in the world. These devices enable us to access the internet and stay in touch with friends and family.
If you can create highly engaging, sticky, amplifiable and viral mobile marketing campaigns, you can tick lots of boxes from your overall marketing calendar.
References:
https://econsultancy.com/six-useful-mobile-marketing-case-studies/