With the popularity of smartphones, mobile marketing becomes more important for online marketers all over the world. Mobile is not a separate entity from the rest of your marketing strategy. It should be combined with social, analytics, and cloud technologies to achieve maximum effectiveness. Various mobile channels can expand your customer base and increase brand equity if utilised properly. The companies featured below are all at different stages of mobile maturity but they have shown a big improvement.
1. LG Ticket Hunter
The campaign is aimed to help LG reach a younger female audience for its L-series handset campaign. A Twitter-based mobile game called LG Ticket Hunter was created in order to create buzz, and demonstrate what the LG brand is about.
LG used social and mobile channels to increase user engagement throughout the campaign. Over 9,000 people visited the LG’s site and spent on average 6 minutes on the site. Overall the L-Series phone saw a 28% increase during the 5 day campaign.
2. Ikea Catalog Application
Ikea has been promoting their catalogues the same way since 1951. The use of a mobile app aimed to re-inject inspiration into the world’s oldest direct marketing campaign: the IKEA catalogue, transforming it into an interactive platform.
Globally, the Ikea Catalog app was the number one downloaded marketing app for a brand in 2012and the catalogue received three times the attention of the 2011 catalogue. The revamped experience was felt across print and app increased engagement significantly. Users spent an average eight minutes with the app compared to three minutes with just the catalogue.
3. Starbucks Mobile Payments
Starbucks has been a trailblazer in the mobile payments arena. They have created the impression of their customers as early adopters who are tech-savvy. There is a certain novelty to mobile marketing campaigns because it gives customers a new and exciting way to use their phone. When Starbucks introduced a program that made it easier for customers to buy coffee it was met with tremendous success.
The brand was ahead of the curve on mobile payments, a segment that is still in its infancy in the U.S. 7 million users utilize the Starbucks payment app because it is an efficient way to pay and engages customers in a unique way.
Having a website optimized for mobile viewing is essential to reach customers on the go. 46% of mobile users say they are unlikely to return to a website they had trouble accessing from their phone. Visitors to mobile site could access general information, but couldn’t perform basic transactions such as booking hotel rooms or show tickets. As a result, the Vegas.com’s mobile site was converting less than 3 percent of its visitors and had a 50 percent abandonment rate.
To fight these issues, the destination website created mobile versions of the: Homepage, Category pages and Hotel room search tool with special functionality to improve the mobile customer experience. An improved mobile experience resulted in a 22% lower bounce rate and a double digit lift in conversions. This concluded that mobile web optimisation is important for any brand to retain and grow their customer base.