Do you believe it is difficult to implement a mobile strategy?
While you're thinking about it, keep in mind that 62% of brands have increased their investment in this type of device in the last year, and 45% of marketers are working on a defined mobile strategy. And at least one of them is one of your competitors.
That is why you must get to work, and we will provide you with practical ideas to help you get started.
Here are five brands that have already successfully implemented a mobile strategy.
1. Online Sales Growth Strategy: ASDA
ASDA, a British supermarket chain, wished to simplify the purchase of its products by positioning itself as a brand that provides customer-oriented services. To accomplish this, it developed a free app that enables users to shop more quickly and conveniently.
Among other things, the customer can use the app to select products that interest them, scan the barcodes of various items to add them to a shopping cart and see the nearest ASDA supermarkets on a map.
But what matters most is that the app provides a more comprehensive user experience. It provides not only purchasing services but also useful information in everyday life, such as recipes and real-time gasoline price updates.
ASDA's app has been downloaded over 2 million times. Mobile purchases account for 18% of all online orders, with 1.8 times the shopping frequency of desktops.
The following concept
- Consider your customers' needs: how can you simplify your product's purchase process and provide more to them?
- Mobile allows for more interaction and participation than physical stores or desktop e-commerce.
- Keep this in mind when developing your mobile strategy and make the most of it.
2. Increase customer loyalty: zpizza
The restaurant chain zpizza set a target of 100 high-spending customers (those who spend at least $50 per month) for each of its locations.
How do I find this target? In this case, the first step is to build a database of registered users for your newsletter and loyalty programs.
As a result, zpizza launched a data collection campaign that combined online and offline methods, as well as email and SMS.
Promotional postcards were created and distributed to residents living within two miles of each local zpizza restaurant. The postcards included a code that users could enter via SMS along with their email addresses to win $5,000 or other prizes.
Participants would then receive an email with a response to the email address they provided. The campaign was also announced on the brand's website and social media channels.
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Zpizza achieved two goals with the data provided voluntarily by customers: enriching its mobile database with new contacts for future campaigns, increasing registrations to loyalty programs by 5% during the 6-month campaign, and identifying the high-spending target.
The following concept
Integrate your mobile strategy with traditional marketing tools; they are effective at engaging people on multiple fronts, both offline and online.
If you use SMS, consider tracking the users' geographical location; this information can be used for future geolocalized campaigns, which are extremely effective on mobile.
3. Raise product awareness: Virgin Media
Virgin Media's goal was to increase awareness of its football-related TV packages.
After analyzing the target audience (football fans aged 18 to 35), a mobile campaign was identified as the best strategy. The campaign was scheduled to run on The Guardian's mobile site for three weekends during the Premier League.
Their plan was to capture the target audience's attention during the football game by inviting them to click on an ad related to it via two call-to-actions. One encouraged them to look for more Virgin products, while the other offered the option to download the Premier League calendar, which would automatically sync with the users' phones.
During the campaign's season, 100,000 new subscriptions were registered, 52,000 of which were to the sports channel.
The hundreds of downloads of the Premier League calendar demonstrated that people are willing to interact with mobile campaigns when offered relevant content.
The following concept
When it comes to mobile, the moment is everything.
Capturing users' attention and involving them in an event they are interested in (whether it is a national holiday or their birthday) has a significant impact on campaign results.
As a result, it is critical to plan your mobile strategy around the best time to communicate with your target.
4. Increase conversion rate: Vegas.com
Vegas.com sells travel packages and tickets to major Las Vegas shows.
Until recently, its website's mobile performance was disastrous: visitors using smartphones were likely to leave after viewing only one page.
In fact, analytics data revealed that mobile bounce rates were 50% higher than desktop bounce rates, and conversions were significantly lower. This data was concerning, given that mobile visits were increasing year after year.
So the Vegas.com team decided to improve the mobile browsing experience to encourage visitors to stay longer on their site and increase sales.
As a result, a mobile version of the site's home page, category pages, and hotel room search tool was developed. To improve the mobile experience, the content was simplified, with direct links to the site's most popular categories.
At this early stage, they decided to redesign and test only a few pages. Half of all mobile visitors were directed to the traditional homepage, while the other half were directed to the optimized site.
The redesigned mobile pages resulted in a 22% lower bounce rate, 16% more page views, and a 4% higher conversion rate after two months of testing. After that, the Vegas.com team expanded mobile optimization to their entire site architecture.
This mobile test experience was required for a targeted strategy to improve user experience, beginning with the website.
The following concept
Consider the statistics when optimizing a mobile site: do it before intervening to determine which ones are the most critical, and after creating the newly optimized pages to determine whether you intervened correctly.
Proceed gradually and test before implementing. Make the most of the results that are being tracked. Understanding user behavior can help you plan the next steps in your mobile strategy.
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5. Create engagement: Bud Light
Bud Light, an American beer, has long used mobile strategies in its marketing strategy.
It promoted a continuous 5-day party at the Hard Rock Hotel in Las Vegas in 2010. The brand encouraged attendees to sign up for the event's mobile program to receive updates, prizes, and special offers on the day of the party.
The end result? 57% of event attendees signed up for and interacted with the brand's communications.
It recently launched a new intriguing mobile campaign that makes use of Tinder's native videos. This app was chosen because it has the same target demographic as Bud Light: Millenials.
Users were encouraged to send a video expressing their desire to participate in future events sponsored by the brand. The participants were allowed to spend a weekend partying in an unknown location.
Bud Light's campaign video was displayed in the native flow and redirected Tinder users to their website with the rules. Those who were not interested in this content could simply swipe left, as they would on Tinder. Those who wanted to take part could go straight to the website and upload their video.
Bud Light accomplished its goal of reaching and engaging its younger target audience, who are constantly on their smartphones, thereby increasing brand awareness. Over 1,000 people were chosen from among the tens of thousands who entered the contest to attend the weekend party.
The following concept
If you decide to promote a mobile campaign through a specific channel, research its dynamics and develop messages in the preferred format. Only then will promotional content be able to pique users' interest and engage them.
In general, which formats are more effective? As demonstrated in this case study, video is one of the formats that generate more social engagement and should be included in your mobile strategy.