To many, the mere mention of “mobile marketing” conjures images of apps, unexpected SMS pushes, and QR codes. But news flash: your brand’s presence on users’ devices isn’t limited to these or even to mobile sites and/or intrusive mobile advertising. There are many types of mobile content that can procure engagement, but there are five that stand out as particularly effective. See how the following types of content can work either independently to produce compelling, real-time results or in tandem with your other marketing channels to bridge otherwise disparate efforts.
1. Mobile Coupons
Mobile coupons are a far cry from the glossy clippings your mother used to snip from her newspaper on Sunday mornings. Done well, these digital morsels of traffic-driving goodness arrive just in time to fulfill a consumer’s need instantly. As a result, the chances that consumers will redeem the offer—in-store or directly from their phones—are significantly greater than their paper coupon predecessors.
But with these, timing is everything. So before sending, make sure the coupon can be used and accessed right then and there. An example of mobile coupons done right comes from Nickelodeon who ran an in-store campaign at Target. By delivering a $5 off mobile coupon for “Dora the Explorer” purchases—while shoppers were in-store—it achieved redemption rates that were 10 times higher than existing benchmarks.
2. Mobile Video
Online video accounts for more than 50% of mobile traffic. And it’s one of the best and most memorable ways to engage audiences on a mobile device.
“60 Minutes” took advantage of these numbers to capture the viewers’ attention by offering an exclusive mobile video preview of that night’s interview during its sponsorship of CBS’s NFL Sundays. By simply placing a mobile-activated prompt in their existing promotions, thousands of fans responded to the offer within seconds of the promotion.
3. Mobile Voting
Voting has a way of letting individuals feel like they’re a part of something larger than themselves, while also helping brands build a relationship with the audience. By offering real-time voting results and using mobile technology to make the process as simple as possible, it’s now easier than ever to use a mobile device for instant participation and user engagement.
Last March, AT&T used its sponsorship of the NCAA Basketball tournament to get viewers more engaged through their votes for the Naismith Trophy winner. Throughout the tournament, voters called VOTE to have their opinions influence the outcome the award. Meanwhile, AT&T was able to build a bigger mobile database with potential customers.
4. Social media amplification
Social media is never a standalone initiative: rather it functions best as a piece of a larger marketing plan. Since mobile and social go hand-in-hand with the consumers’ ever-expanding desire to always be connected, you can use social-mobile approach to insert consumers into a bigger picture campaign, in real time.
Dove brought a Times Square billboard to life with users’ participation when they placed a simple mobile prompt on the billboard that encouraged passersby to share a picture of themselves on social media via their mobile devices. In doing so, these new fans could see their pictures appear on the advertisement in real time.
5. Mobile opt-ins and subscriptions
Remember that you have to give to receive content for qualified opt-ins. It’s common knowledge that people won’t give away their information for free. They are, however, often willing to do so when they feel they’re getting something of value in return.
AT&T used a sponsorship with NASCAR to create a mobile gaming app that allowed fans to try and pick the fastest driver during the race that week and win prizes accordingly. Interested fans dialed a mobile code and instantly received the game right on their mobile phones, while also having the option to opt-in for future alerts.
So there you have it, five ways to use mobile content to optimize and mobilize your existing marketing campaigns. The next time you’re planning to roll out any new initiatives make sure that you consider the above in order to tie together all efforts and achieve your end goals.