We’re all familiar with the mCommerce statistics:
- In-excess of one third of all
consumers have made at least one mCommerce purchase with their mobile
devices. (Source: Local and the e-tailing group, 2012).
- Two-thirds of mobile users have
located a business using their mobile device before making an in-store
purchase (Source: Google, 2011).
- Two-thirds of shoppers use a
mobile device to research or buy while shopping more than a fourth use two
different devices. (Source: Local and the e-tailing group, 2012).
- More than 60% of consumers hunt
for products online for at least half of their shopping trips (Source: GMA/Booz & Company Shopper Survey).
- More than half of all cell
phone owners use their phones in-store for shopping comparisons and other
information to help them make a sound purchasing decision (Source: Pew American & Internet Life Project,
2012).
Businesses are
spending billions of dollars on mCommerce solutions, branded apps and mobile marketing, not
all of it well spent. It’s time to ask what works and what’s worse? We all know
that mobile marketing has a role in branding, product launches, lead
generation, developing customer relationships, social and affinity marketing,
channel strategy and much more.
But what works?
Is it mobile websites, gamification, branded apps, messaging, social media, video, mobile
search, location-based content or are there newer emerging trends that marketers
and eCommerce managers need to be aware of?
In
this “social-mobile” era many businesses are worried that they don’t have what
it takes to compete. Maurice Saatchi, of M&C Saatchi, yes that Saatchi, has
some reassuring advice: “As brands increasingly
come to embrace mobile, they need not be baffled or even intimidated by what
lies ahead. Legitimate concerns such as tracking, return on investment and
technical complexities can be assuaged by working with a partner who can take
all of the worry away.”
But the challenge isn’t simply technical. In a world of post-modern communications where the medium is the message, choosing the right mobile marketing approach is essential.
But the challenge isn’t simply technical. In a world of post-modern communications where the medium is the message, choosing the right mobile marketing approach is essential.
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| GEICO's Brostache App Quirkily Cool |
The first debate that you will hear is the site vs. app
debate. Those who advocate sites usually point to the efficiency of
communicating across multi-channels. Those who advocate apps focus on the
experience itself, immersion and loyalty.
Mobile marketing tactics such from search to gaming are
always better when they are context aware. That means being location sensitive
and purpose-driven. Why is my consumer or prospect interacting with their
mobile device in this place at this time? Why this device (most of us have
multiple choices)? Figure that out and you have a much better chance of
choosing the right mobile marketing vehicle.
I really don’t see a single vehicle that is inherently better
or worse. What works is innovation, creativity, and insight into the customer.
What’s worse is imitation, inappropriateness and ignorance of customer
expectations.
With that in mind some vehicles are better for certain mobile
marketing situations. Going beyond the obvious b2b and b2c discussions, each
product type and consumer type will be better or more poorly suited to
particular mobile marketing tactics.
Mobile Sites. By now, every website
should have a corresponding mobile site. If you don’t Google will punish you in
search results and worse, you will lose out on the potential value from mobile
search and mobile surfing. A well-designed mobile site that offers a high level
of interaction, utility and useable on-the-go information can form the
foundation of a good mobile marketing strategy. Your mobile website should be
the home base of your mobile apps as well providing downloads, support and
useful information.In addition, your mCommerce site will be home to a large
volume of transactions from your customers.
Mobile Apps/Branded Apps. Mobile apps have
proven to be the most effective overall vehicle used in mobile marketing and
mCommerce. Mobile apps dazzle customers and prospects with rich interactive
media content and the highest levels of interaction and intelligence. Your
mCommerce apps can be integrated to back-end systems so that you are always
making inventory-aware offerings for maximum profitability and consumer appeal.
From browsing, to recommendation engines, to payment processing, an mCommerce
app is a key part of your arsenal. And don’t forget, your app isn’t just a
product sales vehicle it is a marketing machine. The marketing geniuses at
GEICO didn’t invent the Brostache branded app for nothing.
Mobile Ads. Placement of mobile
ads on popular sites is a good way to generate traffic for your mobile sites
and apps. Remember that targeting is as essential to this form of advertising
as any other. But if your objective is mobile commerce, you’re already half-way
there because your ad reader is already using their mobile device. With the MMA
and others collaborating to help standardize ad sizes and formats, the
advertisers ability to approach mobile advertising like any other advertsing
buy is improving.
Mobile Coupons. First-party mobile
coupons seal the deal when a consumer is on-site and ready to purchase but are
not as effective when the consumer has to find a way to keep track of your
coupon on their mobile device. That’s why third party mobile coupon providers
are more effective, because you can go back to their app to provide multiple
coupons. A consumer may find a way to keep track of a first party coupon that
will save them large amounts of money, but nobody wants to access multiple
sites or apps in the grocery store to save a penny or two on canned soup.
Mobile Contests. Mobile contests
encourage consumers to divulge their mobile number. Building a base of engaged
mobile users can be powerful. All you have to do is pick a prize and ask your
audience to text in with a mobile keyword to enter. These contests are great for brands that can effectively
leverage a text relationship with a consumer. So these will tend to be
consumer-oriented or established relationships.
Mobile Gaming. Sometimes called
advergaming, gamification of advertising and marketing messages allows a brand
to reach consumers and potential customers in a fun, dynamic and engaging way.
Depending on your objectives, games can be an effective way to build affinity,
awareness and even loyalty. The best games have product placement without
distracting from the fun or the challenge.
SMS Messaging. SMS marketing
messages can take on many forms based on the context. SMS broadcasts, SMS
polls, SMS contests, SMS Autoresponders, etc. Mobile messaging and
location-based mobile messaging can be tricky business because you have to do a
good job of anticipating the difference between desired communications and
annoying SPAM.
MMS Messaging. With Multi-Media
Message Service (MMS) you are able to create what may be considered more
appealing, but potentially more intrusive, communications. The key is to keep
it relevant, have permission and deliver value in the communication. The mobile
users who are willing to consume MMS messages from marketers tend to be power
users and not ordinary consumers. Target carefully based on user profiles.
Close Range Marketing.
Bluetooth
Wireless presents an opportunity for proximity based marketing. Due to the
extremely short range of Bluetooth, this type of advertising is highly
targeted. Bluetooth servers that sense the mobile device and size will be able
to send messages in the right size and format.
QR Codes. QR codes provide a convenient way to
tie hard copy advertising to mobile marketing. The question is whether it is
really worth trying to engage people in mobile marketing with other forms of
expensive media. We’ve all heard of what works and what’s worse with QR codes.
QR codes on subway signs where there is no cell service and in-flight magazines
where phones aren’t allowed aren’t going to send your response rates
skyrocketing. But in the right location and with an appealing utility to the
ad, such as a reorder QR on a pizza box coupon, this can be an effective
medium.
Voice Broadcasting. Let’s not forget that smartphones are
phones. They can receive calls and store voice messages. Voice broadcasting to
cell phones can be location based, incorporate IVR interaction and be linked to
a call center.
What works and what’s worse? Effective mobile apps and mobile
sites are key to any mCommerce and mobile marketing strategy. Use other methods
judiciously based on your target user profile, the usage context and an alert
eye to emerging trends.
Glenn Johnson is a Senior Vice President at Magic Software Americas and frequent commentator on multimedia, mobile, eCommerce, social and enterprise systems.
