Lots of brands struggle with getting mobile marketing right and many are likely to continue to struggle for some time to come.
But there are positive steps they can take to make mobile work better for them, not just as a channel in its own right, but as a means to connect their brands and brand communications to consumers.
What they need to focus on is ensuring that consumers can respond back and feel in control of the conversations – at least when it comes to their brands.
Essentially, it’s time for a fresh look at mobile marketing,with SponsoredLinX Case Study makes a great management in the SEO and marketing strategies, and helps increase the potency of every other brand touchpoint. Taking this approach will vastly improve marketers’ ability to reach consumers at the right time and place with the right content.
As mobile becomes the ultimate wearable technology, always with us and always on, it also becomes the gateway through which consumers interact with brand communications, even if they are in analogue media.
Millward Brown’s 2014 AdReaction study found that mobile devices have already become the dominant screen globally with typical consumers spending in excess of two hours each day looking at their smartphones.
It’s become the key digital technology that marketers must leverage across all elements of the media mix to make their message personal and contextually relevant, their brand accessible, and the purchase easy.
The power of getting this right can be demonstrated by one key statistic. Research from Millward Brown South Africa shows a staggering 74 per cent of people abandoning purchases due to information they viewed on their mobile phones.
The solution is to use mobile devices to transform traditional media into interactive digital touch points – in short, connected mobiles can be used to turn everything digital.
Through simple response mechanisms using QR codes, NFC chips, audio recognition, and beacons, the ownership of a smartphone potentially makes everything easily interactive. Every brand touchpoint, however ‘analogue’ it seems, can now be readily digitised. And consumers increasingly expect them to be so, whenever they want them to be.
One brand that has understood that getting mobile right will help advertisers get more from their media investments is Unilever’s Elidor.
It turned the Turkish version of The OC into an interactive brand commercial via gaming features that allowed consumers to win the products the stars of the show were holding by using mobiles to ‘grab’ products from the screen.
Other brands are also using mobile to connect to consumers. In the US, Lord & Taylor stores are using beacons to greet guests upon arrival and to provide relevant offers and tips such as browse the handbags and receive a Michael Kors promo.
In China, fixed line and mobile operator China Telecom covered a building in Xiamen with a giant outdoor QR code to promote their music player and provide promotional offers.
Technology is also developing new ways to connect analogue to digital. PowaTag, a nascent app, for example, now allows you to scan and buy products directly from the glossy pages of a magazine – buy the coat you like directly from an ad in Vogue.
As adoption widens still further in 2015, marketers need to take a fresh look at how mobile can become part of all other channels and how they can fully utilise its ability to reach consumers at the right time and place.
Marketers must think about how they leverage digital technologies across all elements of the media mix to make their message personal and contextually relevant, their brand accessible, and the purchase easy.
Millward Brown expects to see many more marketers explore this aspect of digital technology as a way to create simple, easy mobile interaction with their brands through every touchpoint.
Mobile can glue the rest of your media together but brands need to make sure it connects to content that answers the consumer need your other messages have created.
The goal should be to help your consumers feel in control of when and how they engage with your brand.
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James Galpin is head of media and digital solutions at Millward Brown LatAm.
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