Chris Brassington, 2ergo’s Group MD shares his tips and vision for how mobile technology can be best applied, the global growth opportunities, the future of mobile marketing along with best practice examples of mobile being used by major brands to improve customer experience, generate revenue and save costs.
1. Monitor your ROI
Ensure that you have a good analytic tool and tracking mechanism in place to build your campaign on. With a measureable foundation in place you can gain a better understanding of the end user, meaning you can adapt and extend the campaign based on hard figures from consumer patterns. Monitor results and data so you can compare ROI of mobile campaigns against other channels.
2. It’s ‘appenin all over the world
Apps have put brands straight into the hands, hearts and minds of their core customers, their popularity proven as more than 100,000 apps are now available in the iPhone App store alone. Brands have fallen over themselves to create apps with talkability but the best apps are those that deliver the best consumer experience and take advantage of smartphone GPS and touchscreen technology, giving the end user something useful rather than gimmicky.
3. Incorporate ticketing and couponing
Juniper Research reports that mobile coupons are expected to reach 200 million redemptions worldwide by 2013, with the Far East, North America and Western Europe expected to account for the majority. For the smart brand marketer, distribution has now become more efficient and cost effective.
Printing costs are reduced as coupons make it into the hands (or should I say handsets) of targeted consumers much faster. In addition, GPS technology allows marketers to better target consumers. Couponing can be delivered in a timely and targeted manner based on location.
As a bonus for the brands, the data captured will determine the success and ROI of the campaign.
4. Deliver your users real lifestyle benefits
People want value from the brands they engage with especially during hard times. Rightmove’s iPhone app, launched earlier this summer, has revolutionised the house hunting process by utilising the iPhone’s GPS technology and providing househunters with a much more dynamic way of searching for their new home.
The app reached number one in the iTunes App store in its first week. It was downloaded 150,000 times in its first month with 42,000 users accessing it every day. It currently delivers more than 500 leads a day to Rightmove estate agents.
5. Think about the whole consumer journey and make sure messages are relevant, personal and timely
This is often an overlooked element of mobile marketing but one that can add the most value to the end user; brands need to think about where their users are when they receive the message. Companies in the travel industry have an advantage in that they know when and how their customers will be travelling, whether it be on the road, in the air or on a train.
Based on this information brands can customise messages for each stage of the journey to increase customer loyalty and repeat purchases. Since most travellers pack their bags the night before, an SMS alert with the weather forecast at destination could be welcome, or maybe transport updates to aid their journey.
Travel agents could also use mobile technology to raise customer satisfaction by planning ahead for worst case scenarios and providing mobile re-booking options, easy to find customer service phone numbers, and GPS mapping for those who get lost abroad, all allowing travellers to enjoy their trip knowing they have a portable service on their mobile.
6. Give in Order to Receive
There has to be a value exchange between brand and consumer in order for mobile marketing to be effective, so offer an incentive such as access to relevant information (weather, news alerts, local event information), exclusive mobile content or even a coupon to increase take up and sign up rates and consumer participation.
The P&G mCoupon campaign for Olay Total Effects Cream in India was aimed at driving customers into stores to trial sample products over a three month period in 12 shopping malls. It has since become the largest mCouponing campaign undertaken by a FMCG company in India with over 27,000 coupons issued.
7. Don’t forget SMS
Although Apps have grabbed the limelight this year, don’t forget about SMS. Statistics show that 97% of text messages are opened immediately. Universal Pictures México Home Entertainment was able to drive sales of the recent blockbuster film, The Mummy 3, using a 2ergo-based mobile marketing campaign.
We created an SMS-to-win game with its Mobile Messaging Manager, encouraging customers to text a unique code via SMS in order to win expensive prizes.
During the five week campaign, a huge number of customers were able to personally connect with the brand and helped drive DVD sales at an 85% sell-through.
8. The chameleon in your pocket
Mobile phones are much more than just a phone, they can function as a mobile wallet, ticket, map and camera all in one. Engage with all these possibilities when devising the mobile element to your campaign.
9. And Finally, Integrate, Integrate, Integrate
Mobile works best when tied together with other media like TV, print, radio and live events. Make sure you have campaign-specific mobile landing pages for each of your mobile banners, just like you would on the Web.
You'll also want to integrate two-dimensional barcodes or QR (Quick Response) codes into print to drive traffic to a mobile Web site.
The opportunities are endless. Make it easy for customers to sign up for text alerts, promote the service on your website, as well as print and TV ads, and prompt users during the reservations process.
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