Post by Alison Sarewitz
As a mobile marketing company we field a lot of questions from advertisers about how to best reach their audience on mobile. The truth is, before this question can be answered another question must be addressed. The question is simpler than you may guess.
What are you trying to achieve? Campaign goals fall into three categories: driving sales, creating brand awareness, or retaining current customers.
Retaining existing customers
Promote deeper customer retention and loyalty by driving existing customers to your mobile apps. Our phones are always with us, so if your app is on your customer’s phone, you are always with your customer. If you pick up your smartphone right now and view what apps are installed, it will likely give you a pretty good idea of the brands you are most loyal to. According to a recent report, the average person with a smartphone has 26 installed apps.1 Is your app one of the 26 chosen ones? A mobile campaign that drives app installs is an important first step to increasing retention rate. There are advantages to mobile that you should capitalize on to improve user retention. Push notifications are a good way to keep your app at front of mind. In fact, over half of all app usage is driven from push messaging.2 Remember there’s a delicate line between abusing your push notification power and sending too few notifications. Be sure to find the balance. Also, keep users engaged with your app by bringing them something valuable. For example, Starbucks has strong perks for users who pay with the app and Lumosity consistently updates their content to keep users coming back. Loyal users will be the main driver in determining the success of your app as they will provide consistent ROI and help increase installs organically through good old fashioned word of mouth.
Creating brand awareness
If the goal is to increase brand engagement, captivating consumers with content and gamification is a good tactic. I recently downloaded the Teleflora Love Notes app, which writes the perfect love notes for the tongue-tied, or generally inarticulate, to accompany your bouquet. It also allows you to adjust the tone from “silly to serious, sweet to sexy or even from street to Shakespeare.”3 (Big fan of this app!) Not only does the Teleflora app allow the user to purchase a bouquet, but the love notes feature makes it fun, entertaining and worthy of coming back to. In his Aren’t We All Content Companies? post on Ad Exchanger, Ramsy McGrory puts it perfectly, “You must think like a content company and build compelling cross-channel experiences that are in tune with the consumer, their environment and devices.”4 When the goal is building brand awareness, content will keep users engaged – just be cognizant of the context in which the user is consuming the information. At Kiip, we ran a campaign with Campbell’s who rewarded food & recipe app users with a cookbook. The cookbook was redeemable on mobile, web or offline by printing the PDF. This is a great example of a brand engaging with users across different channels in a contextually valuable way.
If you are looking to drive sales, approach your customer with thoughtful offers or rewards.
Now, more than ever, consumer rewards are an effective drive to retail strategy. According to Accenture’s annual shopping survey, 62% of respondents said it will take a discount of 30% or more to persuade them to make a purchase, up 10% from 20125. In addition, mobile devices accounted for 48% of time spent on shopping in Q1 2013.6 With more consumers seeking enticing offers and an increasing number of people shopping on their mobile device, there’s tremendous opportunity to drive sales on mobile. The unique relationship between the user and his mobile device means it is important to approach rewards thoughtfully. First, be sure to target the right user. Mobile advertising can be interruptive. By identifying the type of users that are most likely to show interest in your brand, you’ll find that your offering will be more valuable and the user will be more likely to engage. The women’s eCommerce site, Beachmint, has seen success driving mobile sales on the Kiip network. Nicole Jacob, Director of Acquisition at Beachmint, says, “Kiip is a win-win for consumers and advertisers. It’s been an effective tool for finding new customers and driving incremental sales, and we get to reward these shoppers with great deals on Beachmint products.” Targeting the right consumers at the right time allows brands to reach high-quality audiences. Also, think about whether you are looking to bolster online and/or offline sales. If you are looking to increase offline sales, location targeting will help identify users’ proximity to your brick and mortar. Providing the user the choice to opt-in to receive the reward is key. This is not only better for the user, but it ensures that your campaign drives high-quality consumers that you will retain.
Starting with a clear goal for your mobile campaign will inform every decision as you move forward with your strategy, from creative to targeting to the final call to action. Having a presence on mobile isn’t enough. Gaining a strong understanding of your company’s needs, applying it to mobile and then addressing everything in between will ensure a successful mobile campaign.