Nowadays, the power of anywhere, anytime connectivity is undeniably impossible to go unnoticed. Basic to High-speed internet is available on mobile devices even in some of the remotest areas. From sports updates to stock market fluctuations, entertainment bits to interactive apps, people are glued on to their smart gadgets while on the move. Wearable technologies such as the Apple iWatch, Google Glass, Samsung VR Gear and more, complement these mobile devices. They are entering the market like never before. No doubt, mobile marketing is indeed the way forward for Marketers.
You think you know Mobile Marketing?
Mobile marketing is all about reaching your target audience through mobile devices such as cell phones, tablets and other handheld devices. Marketing takes place through mobile apps, mobile web, SMS, Bluetooth Messages, QR code readers and across other mobile touchpoints.
Earlier, Smart Insights had revealed, "68% of companies include mobile marketing in their overall marketing strategy." This clearly indicates the efforts by mobile marketing Specialists who try to lure the Smartphone/Tablet fanatics.
Include Different types of mobile marketing strategies in your campaign based on your budget and target audience. Some of the popular types of mobile marketing are in-game marketing, app-based marketing, QR Codes, location-based marketing, mobile search ads, mobile display ads, mobile messaging and WhatsApp marketing.
Take the Apps way!
Every mobile user has a good chunk of apps installed on their devices. Marketers target these users by giving them apps that will make their life easier.
With App Notifications that are based on user behaviour while using the app, marketers have a higher chance of influencing users to make a purchase or continue using the app. Push Notifications are used by e-commerce companies like Amazon and Myntra to connect with customers giving them product details, offer details and more.
Mobile marketers use gamification to attract users. Take the simple example of a drinking water reminder app. It gives you points and medals when you enter the amount of water you have consumed. It helps the user as well as motivates them to use the app for the feel good factor of receiving medals on the app. A water purifier ad can be a good idea for this drinking water app.
Interstitial ads are placed by marketers as in-app ads during a natural break while using the app. For example, Glu Mobile used Facebook's Audience Network for displaying ads in their popular Kim Kardashian RPG game, at intervals when the user completes a game level and is waiting for the next level to load.
"We've seen CPMs that are 2X or better with Facebook’s Audience Network compared to other top ad networks." Chris Akhavan, President of Publishing at Glu Mobile. (Source: Facebook Website)
Take the Interactive route
Mobile phones and handheld devices bring you in direct contact with your target audience anytime, anywhere. Create brand experiences like Range Rover Evoque did for its launch. The brand had a tie-up with Apple to create an iAD that allows users to explore the design and capabilities of the new range rover on Apple devices.
To know more, visit - https://www.youtube.com/watch?v=4jUhMIv53iw
Where and when matters
With GPS technology and real-time user behaviour data, marketers can target customers with ads of products or services exactly at the time and place when they are needed. Fast food joints present their ads with offers during times of the day when people are hungry and looking for places to order food from.
Let your audience feel your product or offering
Entertainment companies know how to use apps well. Be it Bollywood or Hollywood, from superheroes to animation movie, characters continue to gain immense popularity with high-quality game apps where players get to connect with the characters through role-playing activities and this, in turn, leads them to buy movie tickets and purchase movie merchandise. From Spiderman and Harry Potter to Lightning McQueen and a Smurf, every character also has mobile game of their own.
Content rules in Mobile Marketing too
Content allows users to check out the brand using brand assets on mobile platforms and find their way through the brand story. Dunkin Donuts gave users the opportunity to prepare their new drink using their mobile game, 'What Are You Drinkin'?, implemented through interstitial advertising in popular gaming apps. This campaign not only educated their potential customers about the new drink but also escalated their online reputation with better click-through rates and PR coverage.
According to Strategy Trends, "83% of B2B marketers consider mobile apps to be essential for content marketing activities."
Innovation at its best
Nike+ FUEL band is a perfect marriage of brand and technology. There are a good number of sports brands in the market, but Nike has surpassed them by introducing Nike+ Fuel bands that allow users to track their fitness while interacting with the app through the mobile app regularly. It is not just a style statement but a motivation for users to go more and more close to the brand Nike through their various products.
Wanna know how Nike does it? Check out this video: https://player.vimeo.com/video/84366009
Customised for Convenience
Customising mobile apps as per user requirements brings them closer to the brand that offers these features. When a pizza delivery app lets the user customise their pizza or choose a customised one based on their past order, the customer feeling for the brand peps up.
Convenience and utility value of mobile apps can also lead to success stories. RFID readers and bar code readers on mobile phones are used by several apps to give details of products/services instantly. This saves time and effort for consumers who can take decisions quickly.
As per Smart Insights, "89% of mobile media time is occupied by apps with the remaining 11% spent on websites."
Augment it the IKEA way
When it comes to interactive app marketing, the IKEA catalogue that used augmented reality can never be ignored. It got 6.2 million installs and an average user spent more time with the app than a physical catalogue. After all, the app utilised the user's device camera and gave them the feature to place desired IKEA furniture in their desired space before buying it. Technology gave users this convenience and IKEA smiled its way towards more profits. This not only aids the purchase decision but also gives a user a fun interactive experience.
Mobile marketing is not just about simple banner ads. It gives your audience a relief from annoying pop-ups. There is the innovative use of the in-built camera, location-targeting, augmented reality, virtual reality add-ons and more. It taps the infinite possibilities of a limitless imagination in engaging customers.
Converse shoes created 'The Sampler' mobile app that allowed users to try new converse shoes, save snaps with the shoes and share it on social media.
More real with VR
Google has rolled out Google Cardboard and Google Daydream which can be used to create immersive mobile Virtual Reality (VR) experiences. The makers of Star Wars introduced 2,00,000 exclusive Google Cardboard VR headsets with specially created videos to be experienced on Verizon phones at Verizon Stores and thousands of fans visited the store to enjoy their Star Wars experience.
Another fantastic example of mobile marketing is Queensland University of Technology's VR video with 3D Animation and Visual Effects showing world famous landmarks in Brisbane, specially created for prospective students to indicate the forward thinking nature of the university.
Watch the University case here - https://www.youtube.com/watch?v=WadniEoGuX4
"If your plans don’t include mobile, your plans are not finished."
Wendy Clark, Coca-Cola
Future of Mobile Marketing
After augmented reality and virtual reality, app indexing and Google's Accelerated Mobile Pages (AMP) Platform are things to look forward to in mobile marketing. Voice-enabled features like Siri can take marketing to the next level. Social Media App features like Facebook Messenger, Instagram stories, Twitter Moments, SnapChat Discover and other upcoming additions on social media platforms will lead to more innovative marketing campaigns. More and more brands are experimenting with the enormous possibilities of mobile marketing to give something interactive and engaging to the users i.e. the potential end consumer, for whom there is no dearth of alternative options to choose from. Big Trunk can integrate mobile marketing strategies into your marketing campaigns combining latest technologies with cross-platform solutions for better results.
What do you like the most about mobile marketing? Have you tried the VR apps introduced by mobile marketers? Share your thoughts on the new mobile innovations worth an experience.