Mobile marketing is the latest communication channel to interact with consumers through a mobile device. This article is about the different types of marketing campaigns that can be run using a mobile device, along with a few examples of successful mobile marketing campaigns.
Types of mobile marketing campaigns
The user is sent a message or any other content through SMS or MMS by advertisers or marketers without the user requesting it. Users have to opt-in in order to send push notifications.
Scanning a QR code is translated into an actionable activity like sending a message, linking to a mobile web page or a mobile app, dialing a number, sending an email, etc. The QR code can be placed on a product, on a print ad, or at outdoor events like football tournaments.
The user’s geographic location is accessed using a mobile network and the user is sent information (like coupons, discounts, events, services, etc.) by businesses nearby.
The user is presented with featured search results when a relevant query is made. Advertisers or marketers have to partner with mobile search providers.
The user is presented with a banner ad unit that is clickable, and may be placed anywhere on a mobile website. The banner can be rich and interactive to make it more compelling to click.
The user is delivered a promotional message within a mobile app with actionable items like sending a message, linking to a mobile web or a mobile app, dialing a number, etc.
The user is shown a compelling video ad with a call to actionable activity like linking to social media, mobile website, mobile app, newsletter signup, etc.
The prerequisite for mobile marketing is that the brand should at the least, have a mobile optimized webpage. The brand can also have a mobile or a web app depending on the nature of mobile marketing. A mobile app is generally preferred when the user needs rich and frequent user interaction. Brands can also tie-up with other app providers for pushing the mobile marketing campaigns.
Successful mobile marketing campaigns
Diesel’s Facebook Linked QR Code Campaign
Diesel, an Italian clothing company used QR codes inside the stores which enable the consumers to ‘Like’ a product by scanning a QR code. This is then posted to the consumer’s Facebook wall. The consumers are given discounts for spreading the word on Facebook. The campaign allowed Diesel to generate a lot of ‘word of mouth’ marketing on Facebook.
Wendy’s mobile banner ad campaign
Fast food chain Wendy’s ran mobile banner ads inside Pandora iPhone application. The mobile banner ad features text that reads “Fresh-Brewed All Day”. When consumers tap on the banner, a landing page allows consumers to find their favorite flavor of coffee or a Wendy’s store nearby. Wendy’s store check-ins increased a lot as a result of the campaign.
North Face location-based mobile campaign
North Face, an outdoor apparel company partnered with a location-based mobile advertising company ‘1020 Placecast’ to send text messages featuring product announcements and discount offers to consumers. The messages were sent to consumers within a certain radius of the North Face store using geo-fencing technology. The campaign increased foot traffic into the North Face stores.
General Motors Company video based mobile campaign
General Motors Company, one of the world’s largest automaker, ran a mobile video marketing campaign to promote its Terrain SUV. The GMC video was included as an option for consumers to receive in-game rewards in Tapjoy’s marketplace. Once the consumers finish watching the video, they can redeem either in-game currencies or premium in-app content. The campaign generated more than 800,000 video views.
GE Lighting mobile app campaign
GE, a global leader in the lighting industry developed a mobile app to let consumers figure out the kind of lighting that will suit their mood. Using the GE Moodcam mobile app, consumers have to click the picture of a room and select the mood using GE Moodometer. The app will help consumers find the bulb that is right for that mood. GE’s mobile app is targeted to enable people to experience lighting possibilities and also set the mood.
In my next blog, I’ll touch upon the usage of mobile marketing in consumer purchase lifecycle. Meanwhile, please feel free to share your thoughts this article.
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