As Consumers Go Mobile, Make Sure Your Brand Isn’t Standing Still

With over 230 million mobile phone users in the United States, it is clear that the “third screen” is well established in our lives. In fact, the recent Digital Divas research conducted by Ogilvy discovered that when asked to decide whether to throw their TV, Mobile, or PC out the window, women said they would sacrifice their TV before their mobile, and 85% of women counted their mobile as a blessing when asked about technology in their lives.  Add to this the growth of place-based media and the fact that we are spending 56% more time outdoors than we did 10 years ago, I would argue that the mobile device is the consumer engagement medium for today. The proliferation of apps and increasing use of mobile search reinforce the on-the-go nature of consumer activity.

So why then are marketers failing to provide brand interaction through this channel? I am amazed by the number of times I am provoked into action by an out-of-home or in-store communication, but never offered a satisfactory mobile outlet, regardless of the fact that my mobile is the ONLY opportunity for brand communication that I have while on-the-go. Marketers are leaving program ROI opportunities on the table!

How Mobile Marketing Can Improve ROI

There is no doubt that   mobile integration would help marketers and brands deliver better returns from their website, shopper marketing, and CRM efforts because it offers immediacy and convenience. Specifically, there are four areas to explore in delivering an improved program ROI through the addition of mobile

Mobile Supports the Customer Journey

Consider how you can take motivated consumers from your communications or website and give them content or utility that will support their journey as shoppers. Understanding shopper insights and providing solutions can be key in delivering increased value. From simple content like shopping lists or menu tools to more complex ideas like Tesco’s iPhone app, there is potential across the spectrum. A specific example of something we executed for Sleep Number Bed asked users text in their zip code to receive a $50 coupon, and the location of their nearest store. Response and redemption from this mobile channel was higher than that of both the 800-number and campaign URL.

Mobile Enhances In-Store Experience

Once in-store think about the decision-support you could offer your shoppers. Imagine if you could have a brand ambassador in every relevant aisle, 24/7. With mobile, you can. Sephora does a great job in this regard by giving shoppers the ability to text to receive consumer product reviews at shelf. And with augmented reality becoming more relevant and useful, brands are now using packaging as a content delivery mechanism.

Dial Up Packaging with Mobile Apps

Take advantage of packaging and POS to start building a relationship with those shoppers who drop your product in their cart. For years we have been too bashful with our drive to digital dialogue. Our on-pack URLs tend to be an after thought and all too rarely do we treat the moment of purchase as an opportunity to drive people towards more rewarding product usage. The mobile device serves as an ideal connection point to invite interaction. So if you are a dietary product brand, perhaps you should consider offering a meal planner application that sends timely reminders to keep on track with your diet.

Mobile Coupons – Instant Gratification

A recent study conducted by Ogilvy & Mather Chicago of 1200 consumers revealed that 92% use coupons!  Mobile coupons can be seen as the Holy Grail for mobile marketers: “digitizing the FSI.” In simple terms, what is the best way to enable coupons through the mobile channel? Answers are being provided by companies like Infinian who have developed a platform that integrates with Verifone payment systems and POS. This enables a seamless consumer experience available to all with offer distribution available through SMS and redeemable in store without the need for 2D barcode reading.

Getting Your Brands Started

Take a look at programs you already have underway and establish if adding a mobile connection makes sense. Here’s a good example: the recent addition of a points-based loyalty system by a market leading orange juice brand. I would be willing to bet program uptake would increase by 1/3 if they made mobile the channel of choice for consumers to log their points. So I encourage you think about the value your brands could offer your consumers through the mobile channel.  Not only could it make their lives easier, but may also make your brands more relevant and your programs more effective.