Technology has become an elemental resource in people’s daily lives, a fact that has generated a changing customer, as well as the dialogue between brand and customer. In fact, in order not to lose the line of communication, companies act, not only focused on digital marketing, now mobile marketing has become a priority.
To start, you can learn from great experts, keeping in mind the ten examples of mobile marketing. It shows that the success of mobile marketing depends not only on new technologies but on focusing on generating commitment and strengthening an emotional relationship.
The IKEA App Catalog
Sometimes it has happened to you that before buying a garment in an online store, you would have liked to know how it would look so that it can happen with the furniture in your house. A doubt that the IKEA furniture brand solved: the user must first download the application, then scan a catalogue code to project the view of the furniture where the user wants to see it.
Also, it allows you to virtually locate certain products in your room by using the mobile camera and overlaying the product. This creative approach garnered 6.2 million installs, making it the most downloaded brand app. Users spent an average of eight minutes on the app compared to three minutes on the catalogue alone.
A mobile marketing strategy that manages to convince and drive sales:
The project Ad by Nivea Sun
Nívea has launched a marketing campaign intending to educate the customer about the importance of the excellent use of the product, and it also encourages the download of the application.
They developed a bracelet for the little ones that frequent the beach, thus allowing parents to observe the level of solar radiation from the application “The project Ad by Nivea Sun”.
Absolut Unique Access
The best content is not made by the brand, but by the people. A lesson that is also applied by our recognized brand «Absolut». I was part of an exclusive party for the VIP area; they gave away two tickets that they left for people to bring out their creative and fun side
Starbucks Mobile Payments
Who’d say! This campaign already has around nine years. But at the time, in 2011, it was a revolution. Through a mobile app, the user could locate their nearest Starbucks, place their order and pay with their mobile phones for their daily dose of caffeine—the result: 7 million downloads and a 22% increase in profits.
And this Starbucks is doing quite frankly well. For some reason, it is considered one of the queen companies of mobile marketing. For years now, it has had the “mobile-first” in its mind, offering users continuous news—recipes, geolocation actions, free music downloads, or gift vouchers, among others. So, whether you like their coffee or not, no one denies that they work hard to innovate and offer the best to their customers. We will not lose sight of them!
The Lenz – Gorillaz App
Another interesting idea to use a mobile application is the example of the Gorillaz gang. While promoting their new album, they decided to use the capabilities of mobile technology, augmented reality, and geolocation.
The band that returned after seven years did it in a big way. The app makes available more than 500 virtual locations of “Gorillaz House “. In these “houses” fans could listen to songs from the new album “Humanz “.
Besides, using augmented reality, your application superimposes elements of the virtual band’s music videos in the user’s environment. The user accesses them using the mobile camera.
The Gorillaz app connects two worlds: the virtual world, the band, and the real world, to fans. Each user can view unique materials provided by the group, learn about unknown stories, or experience a concert.
The album promotion campaign received the Golden Lion at the Cannes festival making it one of the best mobile advertising campaigns.
Sephora Beauty to Go
A recent statistic published by Insight Express about the use of mobile terminals in stores shows that 36% call someone they know in seeking opinion or that 14% have taken a photo of a product to send it to someone. These data have been evaluated by Sephora to renew the
The mobile version of their website and bring some of these uses closer to their consumers. The strategy has been to develop a complete mobile website that allows both presentations of the product catalogue such as purchasing or even access to Facebook pages where you can review opinions or express doubts and questions about the products. It is a very effective mobile marketing campaign for modern-day users because consumers are more open to others reviews now.
This coming fall, Sephora will expand this offering with an app for Apple mobile devices (iPhone, iPad and iPod Touch) that will improve the offer of services with the scanning of codes to add products to the list of purchase, the possibility of reading opinions or the inclusion of videos on the use of a product.
Levi’s is in favour of the non-intrusive approach with opt-in and geo-targeted ads. The jeans brand gained a deep connection with mobile users through an advertising experience that targeted boost mobile customers. All through a subscription strategy combined with geographic targeting.
Boost Mobile users had the opportunity to save money on their monthly bill by downloading an app that served geo-targeted ads. Levi’s hoped to bring consumers close to stores through an advertising opportunity that users chose to interact with. Instead of an intrusive ad.
Users who downloaded the Boost Dealz app got a discount on their monthly phone bill. Levi’s geo-technology captured users within a specific location radius. This caused localized ads to appear on users.
PerfectCorp YouCam augmented reality application.
Buying makeup, especially online, can be tricky because it is difficult to know how the products will look or will turn out if you have never used them. Some forward-thinking makeup brands are considering using mobile technology to solve this problem. And now the United States Target discount chain is doing it.
Along with the Perfect Corp YouCam, Makeup augmented reality app, Target shoppers and website users can now try on makeup before purchasing. In principle, the technology is only found in some physical store locations. But users can already test the feature at Target.com.
The good thing about all of this lies in the fact that people who use AR for these types of purposes are 1.6 times more likely to make a purchase later. And those who shop spend an average of 2.7 times more than people who don’t use AR.
Regal Theaters: Augmented reality activation Avengers
The Regal Theater Chain, in collaboration with the first issue of the print publication Moviebill, developed an augmented reality app. Incredibly useful on mobile devices. Another example of mobile advertising campaigns to highlight.
Users could trigger an augmented reality experience with the Avengers theme on the magazine pages. They are using the Regal Theater phone application. One million copies of the magazine were distributed to Regal Theaters in April. The chain has more than 7,300 screens in 564 theatres in the United States. And around 9 million viewers across the country have the Regal Theater phone app installed. Source
Tinder & Manchester City
In April 2019 came the news that the Tinder dating app had signed a multi-year sponsorship deal with Manchester City. By partnering with both the men’s and women’s leagues, Tinder planned to develop various ways to interact with fans. Including games, AR experiences and stadium events.
The Tinder association and soccer are an excellent example of mobile marketing. The global love for the game pairs well with Tinder’s full availability, in more than 200 countries and 40 languages. And the union is well aimed at young adults who know how to talk about mobile devices and share “A love for the game and its teams.” A brilliant idea from Tinder.