As smart mobile devices are prevalent among people of all colors around the world at an unprecedented speed, mobile applications are also opening up a new way of communication, and mobile marketing is increasingly being valued by marketers in various industries. Here we have selected 7 successful cases of mobile marketing for discussion, and explore together mobile marketing models that can be reused in your application promotion.
Have you considered how companies can use mobile marketing to build brand awareness and increase sales?
When you find that the market space for your product is limited and the opportunities seem endless, it may be difficult to develop an initial strategy. Research successful cases to find inspiration, and use this knowledge to formulate killer mobile strategies by analyzing the reusability of various factors and conditions that promote success. First of all, you can learn by example to get started quickly.
Here are 7 successful cases of mobile marketing that can inspire your own mobile marketing efforts.
McDonald's is using Instagram to interact with customers in new ways. A few years ago, the company launched a promotional campaign to encourage customers to use the app to take pictures of their favorite life scenes and food for sharing. This activity greatly improved user participation and built an interactive community for users.
During the event, they created a mobile ad to let users "share your biggest Instagram moment." If users click into the ad content, they can share pictures of food and life moments they have taken, and even view the picture library of other pictures.
McDonald's is no stranger to mobile marketing. When they conduct famous monopoly promotions, they use mobile advertising to educate customers about the promotion. They also started using mobile phones to promote their new products.
This special event aims to expand McDonald's influence on Instagram. The reason for its success is that it drew new attention to the old products. It also enhances the large amount of user-generated content, which tends to have a greater impact on customers, more convincing and attractive.
– Use mobile channels to create new conversations on old topics.
– Go to places where customers often hang out. Started to develop business on mobile applications such as Instagram and Vine.
2. IKEA Catalog Application
IKEA has previously launched a free app that is integrated with their latest product catalog. The user installs the application and fills in a series of test information at the initial login to help users determine their own unique style. And IKEA also completed the portrait and positioning of this user. Next, this application has a 3D display function, allowing customers to use their mobile phones to take pictures of furniture, and to virtualize the placement of the furniture in their homes to enhance the sense of reality.
Users can download product pictures, and then use the phone's camera function to create virtual 3D images to show the overall effect of the furniture in a specific area of the room.
For all the planners there, this makes buying furniture less troublesome. They can see how the colors match and even make sure the size is right before entering the store.
For IKEA, the goal of the app is to stimulate creativity and stimulate customer interest in home furnishing. They also want to simplify the buying process and encourage customers to use their catalog throughout the year.
-Use mobile devices to simplify purchasing behavior. Answer customer questions even before asking them.
-Don't just focus on generating sales. If you are interested first and inspire customers, then sales are likely to follow.
-Inspire your long-term interest in other marketing plans.
3. The North Face
As one of the world's leading outdoor clothing providers, The North Face is using a mobile strategy called GEO-Fencing to attract more customers into their stores.
To register for the program, customers need to provide their mobile phone number and activate their mobile GPS function. Then, when they arrive within a certain distance of the store, they will receive a text message from The North Face reminding them to stop.
According to the location of the customer, The North Face can tailor text messages according to the weather in the area, and can target specific customers through certain promotions.
In urban areas, The North Face GEO-Fences stretches up to half a mile around shops, and in the suburbs, it is up to a mile.
Customers respond well to this type of mobile marketing. 79% of people reported that once they started receiving reminders, they increased their patronage to the store, while 65% made purchases due to reminders.
-Location is everything. Consider segmenting mobile users into specific audiences and conducting certain promotions based on their actual regions.
– Provide customers with an option to register to receive reminders via SMS.
Compared with IKEA, Intel has adopted a simpler approach in mobile marketing. They did not design a gorgeous new interface, nor did they create their own augmented reality. Instead, they launched a B2B mobile paid search campaign to support its "satisfy processor" brand campaign.
Intel uses both exact match keywords and broad match keyword search terms to attract people to their websites to educate customers about its new processor features. They found that Bing mobile search is 40% more efficient than ordinary online searches.
To supplement their PPC campaigns, they also placed ads on many popular mobile websites such as CNN and CBS, and the bounce rate is lower than ordinary Internet ads. This can be attributed to the fact that customers tend to search for information with greater purpose on their mobile phones.
-Conduct mobile keyword research to see how customers search on mobile phones.
– Don’t just focus on Google. Consider using Bing and Yahoo to attract mobile customers.
When the mobile revolution is moving forward, Starbucks takes this opportunity to make it easier and faster for customers to pay for coffee. In January 2011, Starbucks operated by nearly 68,000 companies in the United States began accepting mobile payments in the Starbucks Card Mobile payment plan.
Consumers can download the app to their mobile phone and then recharge the mobile card. Then, when they shop, the barista scans the barcode on the screen and deducts the total amount from the account.
In just three months since its first launch, the app has gained more than 3 million users.
There are many reasons why this application is so successful. In addition to making buying coffee easier than ever, having the app can also encourage customers to revisit the store and increase customer loyalty. Customers can also interact with the Starbucks brand regularly in innovative ways.
– Provide customers with exciting new mobile features.
Use mobile devices to make life easier for customers on the go.
– Develop a mobile program to increase customer loyalty and encourage users to interact with your brand more frequently.
Some people say this may be one of the best mobile marketing campaigns in history.
Chipotle is a Mexican fast food that is trying to change the fast food experience and is known for its "Honesty Food" program, which is dedicated to finding the best ingredients related to the environment.
To promote this unique plan, they produced and released animated movies on YouTube, and developed new mobile games. In less than two weeks, the movie has more than 6.5 million views on YouTube, and the game Chipotle Scarecrow is among the top 15 free iOS apps in the iOS App Store.
Experts attribute this success to the fact that the production value of the game is high. It's not just being together. It has a well-developed character, an emotionally driven plot, and is far from tricky advertising. For users, it is actually a game, not just a marketing strategy.
– As long as you invest in high-quality games that provide entertainment features, mobile games can be excellent advertising tools.
– Show customers that you are interested in providing value, not just trying to sell.
Integrate multiple mobile platforms to increase your awareness of mobile campaigns.
Target is using social media and paid advertising to expand its knowledge of their new mobile app, which gives mobile users access to exclusive deals and discounts.
Many coupons can be used repeatedly in multiple transactions until they expire. They are not discounts once and for all. The transaction has also been personalized to help consumers save more of the things they often buy, and the app rewards customers who stay active and invite friends to join.
Customers can also share their favorite deals with friends on Facebook to help Target brands get more content sources.
Although most mobile promotions are noisy to customers, they should be applauded for Target's creation of an effective interactive discount application.
Provide special treatment to customers so that they can interact with you on mobile devices.
Encourage mobile users to interact with you to get discounts. Social media competitions have been proven to increase participation.
As we enter the era of mobile marketing, the rapid development and changes brought about by innovative ideas, many new opportunities created by new communication methods are exciting. No matter what industry you are in or who your customers are, mobile marketing can serve you. These 7 brands use different marketing methods of mobile devices to establish contact with customers and increase sales. For many of our developers, they can think about the key points, find the similarities with their products, and start to develop their own mobile marketing strategies.