Today’s guest post comes from Mark Fidelman, Managing Partner of Evolve! Inc.
Why is it that with 1.9 billion mobile phones versus 316 million laptops being sold last year that only $13 billion out of a total digital ad spend of $155 billion was spent on mobile advertising? Why are marketers seemingly ignoring the fact that 79% of people have their smartphones on them or near them all day? It’s not just the sales numbers and time spent around mobile phones, but also the fact that we use our phones for an average of 3 hours each day and check it 221 times a day.
What marketers have failed to capitalize on, above all, are the specific strategies and methods to achieving their revenue objectives through mobile campaigns. Traditional marketing and even online marketing techniques have blurred their vision.
Tell the truth: Do you click on miniature mobile banner ads? Do you get frustrated when you see a mobile popup ad? The biggest cost is, of course, to the marketer’s bottom line, because I know from experience they don’t convert well, or if they do convert, it’s usually an accident.
So what does work? Here are 10 campaigns to learn from (you can also view the graphic version on slideshare)
#1 Free WiFi for Playing Scrabble
THE CAMPAIGN: Ogilvy Paris gave Parisians a free Wi Fi connection in places where you typically can’t get Wi Fi connections. But, in order to access it, you first had to demonstrate your spelling abilities. The higher the score, the more free Wifi time.
THE RESULTS: 110,000 minutes of free WiFi, 6000 words unscrambled and countless downloads of the Scrabble app.
#2 Ford: Send us a Text
THE CAMPAIGN: To promote the release of their new Escape and Taurus models, Ford asked people to text the word ‘FORD’ to them for more information. These prospective customers were then asked in a return text for the type of vehicle they were inquiring about, their name, and zip code. Later, a local Ford dealer would follow up.
THE RESULTS: a 15.4% conversion rate for dealers representing millions in sales.
#3 Calvin Klein’s #MyCalvins
THE CAMPAIGN: The campaign started organically, then Calvin Klein was smart enough to take it forward by asking influencers to post their own selfies using the #MyCalvins hashtag on Instagram.
NOTE: Instagram is a high engagement platform, but difficult for marketers to monetize. That will soon change under Facebook’s leadership.
THE RESULTS: Supermodel Miranda Kerr kicked off the campaign with 40,000 likes on Instagram. 200 influencers across 25 countries participated and drove 6 million fan engagements totaling 200 million in fan reach (a fuzzy stat I know). This campaign continues to reverberate throughout and beyond social networks and into the stores.
#4 Starbucks Mobile Order and Pay
THE CAMPAIGN: Mobile Order & Pay, a new feature of the Starbucks app, lets iPhone users (and later this year, Android) to create and pay for their orders in advance of their visit to their favorite store.
NOTE: Nearly 7 million people are using the app now.
THE RESULTS: Expected 17% – 22% increase in sales. If you can build an app that significantly reduces the friction for your purchase cycle, then do it.
#5 Uniqlo’s Check –in Coupons
THE CAMPAIGN: Japanese retailer UNIQLO created a “Check-In Chance” campaign, giving mobile participants a 100 yen coupons to anyone who checked-in at one of their 62 stores in Tokyo. Uniqlo made the process of checking in visible and fun for participants friends.
THE RESULTS: Over a three day period,202,479 people checked-in, the site garnered 10,000 likes, total traceable sales 10 billion yen, both visitor and sales recorded historic highs.
#6 Dominos Pizza Creation App
THE CAMPAIGN: This Dominos app is essentially a pizza creation game that allows participants the opportunity to order the exact pizza they create in the game.
THE RESULTS: 53% of digital sales through the app, 50% cost reduction in cost per click, created 3 times more mobile users, 63% overall increase in sales.
#7 Unilever’s Brilliant Mobile Radio Station
THE CAMPAIGN: Bijar, a state in India is a key market for Unilever Hindustan. But marketing in the state is challenging as Bijar is the most ‘media dark’ state in India. With a huge population of 104 million but with a small TV reach of 23 million, Unilever needed an innovative way to communicate with the population. They decided on a mobile strategy because 86% of the people in the region had mobile phones. Unilever settled on a plan that involved creating a mobile radio station called Kan Khajura Tesan offering mobile users free entertainment and a platform to advertise Unilever Hindustan products.
THE RESULTS: Unilever reached 8 million people in just six months. Unilever advertisements have been heard over 70 million times, only 4 cents per contact. Residents express that Kan Khajura Tesan has been a huge positive for the area, taking the region out of a media blackout and creating what is now the largest media channel in Bijar.
#8 Orange Two for One Wednesdays
THE CAMPAIGN: This decade old mobile campaign started as Orange Network’s idea to provide more value for customers. It decided to work with cinemas in the United Kingdom to reward its customers with a free movie ticket on Wednesdays if they purchased one first.
THE RESULTS: Wednesdays were once the least popular day to go the movies, (because new releases are typically on a Thursday or Friday) to becoming one of the most popular in the UK with a 14% weekly market share. That’s one powerful, mobile marketing related, behavioral change.
#9 RedBox Ten Days of Deals
THE CAMPAIGN: Like Ford, but with coupons, Redbox ran a 10-day long marketing campaign that required customers to send a text message with the word ‘DEALS’ to 727272. In return, their customers got the chance to win discounts of between 10 cents and $1.50 when they placed their next DVD rental order with RedBox.
THE RESULTS: During the 10 day promotion, RedBox acquired 200,000 new “Text Club” subscribers and saw 1.5 million text messages.
#10 National Liquidators Mobile Coupon Campaign
THE CAMPAIGN: A 12 store retailer, National Wholesale Liquidators created a mobile SMS marketing campaign to build up its email and text database. It advertised the campaign online, in-store and via print ads. If users opted in to their text based campaign, they would be given a coupon worth between $5 and $25.
THE RESULTS: The campaign gave the company 50,000 new email contacts and saw that campaign participants spent a surprising 80% more than their typical customer.
Of these mobile marketing campaigns 50% were focused on lead generation, 50% were from retailers and 20% from food companies. 50% were SMS based despite being the least sophisticated mobile marketing channel. 100% of the campaigns were part of a larger story and 100% of them had some form of call to action.
Mobile marketing unlocks powerful opportunities for marketers on a scale never before seen. Unlike any other engagement and communication channel, mobile allows marketers to reach larger audiences in a way that is real-time and personal. Because of the proliferation of mobile and tablet devices amongst consumers, marketers must adapt.
Mobile marketing is much more than a trend—it is an increasingly important part of the market. So what is your excuse?
About the Author
Fidelman provides an insider’s view of the modern marketing world based on his years of experience working as an executive and consultant within the Global 3000. He is managing partner of Evolve! Inc, a Digital Marketing Agency, and the author of the book Socialized! which some call “the playbook for Social Business”. Want to learn more? Follow him on Twitter or Instagram @MarkFidelman