Digital marketing and advertising is no longer about reach and frequency; it’s about identity, demographics, and immediacy. These factors are now more important than brand loyalty. Marketers now must be present in apps, social media, short videos and digital ads to hit customers in ‘micromoments.’
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Micromoments are the times throughout the day that people pick up their phones and look up information, do product research and find local businesses. Here’s some inspiration from companies that are nailing it at Mobile marketing…
1. Campari America
Campari America targeted consumers, ages 21-34, by location, this location being places with lots of bars and restaurants. The company placed ads in mobile apps offering a $5 off coupon for the ride-sharing service, Lyft. More than 20% of people who saw the mobile ad redeemed this offer (a high percentage for digital ads).
2. Professional Golf Association (PGA)
This mobile marketing tactic was very simple, yet effective. The PGA promoted sign-ups to event-goers, giving them the incentive of a chance at upgrading their tickets. They captured the phone numbers of high-end golf customers who have a higher chance of purchasing when the next marketing text is sent out.
3. Starbucks
Starbucks debuted their app in 2011, where its sole purpose was to be used like a loyalty card that gave rewards to customers who used it. Throughout the years, the app has completely transformed into an experience where users can order and pay. Starbucks sends push notifications to users with promotional offers within the app. According to a recent Bloomberg Report, the company plans of beginning new mobile strategies to target more in-app purchases. The report also included details about these new strategies: recommendations of more purchases, like how Netflix recommends TV shows and movies based on viewing history.
4. National Wholesale Liquidators
5. Nimnicht Family of Dealerships (Jackson, FL)
6. Prospect Expert (Automotive Repair & Maintenance Center, Canada)
This company was calculating a 30-40% cancellation rate for their appointments and chose mobile marketing to help fix the problem. They began an SMS marketing campaign that reminded customers of their appointments in a timely fashion. This mobile campaign boost appointment rates by 60-80%.
7. TAO Nightclub
TAO Nightclub in Las Vegas set up a mobile marketing campaign that had users text a number to be on a list to receive exclusive invites to events at their club. The campaign was promoted in bathrooms, at the bars, on TVs, sent out in emails, on their website and even had fliers made. Mobile subscribers received texts that went out the same day as the event that they were promoting, but early enough for people to plan out their night. One of the most successful promotions was men had a reduced rate of entry and women could get in for free. TAO made lower of revenue at the door, but generated $4,400 in revenue at the bar.
Mobile advertising & marketing can quickly connect and engage your business with potential customers on the most-commonly used platform. Be relevant. Be avaliable. Be engaging. Generate revenue. If your plans don’t include mobile, you better rethink them.
