integrating mobile into marketing

1 Oxford Professional Education Group Ltd

Mobile Marketing in Practice

Integrating Mobile into Marketing


Learning Outcomes

At the end of this session, you should be able to:

• Explain how mobile marketing can be integrated with other communications media


Mobile is not a Solus Channel• Mobile is a good example of a

media channel that should not be used as stand-alone. Integrating mobile into other channels, and thinking about how consumers will use it in conjunction with the rest of your marketing activity is key to success

• The research from Ofcom highlights the number of communication and media activities that consumers now undertake simultaneously

• Media agencies refer to this as ‘media-stacking’

Ofcom, 2014


All Advertising is 2-Way• All advertising should generate interest in the brand, and the desire to find out

more

• Mobile has become a key response channel for making this transition from brand impact to dynamic conversation

QR codes

Image Recognition SMS Response

NFC

Mobile Search


SMS Ad Response

• SMS has been used for many years as an effective response format

• Ad viewers simply send in a keyword to a text shortcode to trigger one of several mechanics:—Free sample—Brochure delivery—Mobile site link—Competition entry—Call-back request—Store Locator


Mobile Ads making an impression

Source: Google Think, 2014

Mobile Ads are noticed at various locations

• 40% While on a website• 39% While in app• 33% While using a search engine• 22% While watching a video


Augmented Reality (simple)• Simple AR campaigns

encourage mobile users to point their phone at the ad, and using the camera feature embedded in an app, bring the ad to life

• Users generally see a video play over the ad space, but can also be served clickable links for websites or social networks through the experienceDownload the free Aurasma app and use it to scan the

ad to see a simple AR campaign


Augmented Reality (Interactive)• AR can be used to provide deeper levels of engagement• The scan of an ad or physical item can be used to trigger

games, quizzes or more

The IKEA catalogue enables the customer experience to come to life with extended digital content by downloading the accompanying app. One of the features is the capability that allows customers to view and place selected 3D virtual IKEA products in their own rooms.


Sound Tracking• Apps can be used to interact with radio or TV

ads by tracking their sound and performing actions based on them

• Shazam encourages users to use their smartphone to capture the audio signature so they can tap into additional mobile content related to the advertised product or program

• Shazam has launched a visual recognition marketing platform that lets its mobile app users scan Shazam-enabled logos or QR codes placed on images to access additional mobile content


Social Response• Smartphone users spend a lot of time using social media on

their device, and this can be used as a response channel, particularly with relevance to being out and about

This campaign for conference call provider PowWow encouraged

users to tweet how their commute was going today using hashtags

#hatetravel and #lovetravel. Their feedback was then built into posters


App Promotion

• If the purpose of an above-the-line campaign is simply to raise awareness and encourage downloads of an app, this can be clearly signposted, with links to the relevant App Stores to download it


Integrating mobile content

There are a variety of imaginative ways that mobile can be integrated with marketing campaigns

Nivea’s ‘the protection ad’ for it’s Nivea Sun Kids range, combined

mobile with print.The print adverts in magazines had a

detachable 'protect strip' akin to a wristband, which was put round the

child’s arm when the family was at the beach. The parent was invited to

download the app, which communicated with the bracelet so

that the parent could track where the child was and alerted them if they

strayed too far.


Integrating mobile content

There are a variety of imaginative ways that mobile content can be integrated to bring an ad to life

This is an example of bringing print ads to life through mobile without an

app. Ford Explorer created 3 interactive print ads for their new SUV.

The ads expanded the story and provided visual demonstrations of key vehicle features to life once the reader

placed their phone in the print ad scene.

Click on the image of the video to view

https://www.youtube.com/watch?v=qSzO75rrJog%23t=31


Mobile in Retail

• To capitalise on this many retailers are building products to encourage shoppers to complete the transaction

• This example app from Debenhams has a barcode scanner. Users can scan items in the store, and even if they don’t buy them there andthen, they can keep them intheir basket and purchase themlater or online


Mobile in Retail

As the mobile device is portable, it is the ideal platform for creating mobile vouchers that can then be redeemed instore, especially when delivered through social media

This example from Superdry shows how a voucher for an event served through social can be simply carried into the store on a mobile


Mobile Amplifying Brand Activity• It is widely held that the impact of a brand campaign

is stronger is users encounter it on more than one occasion or device

• Therefore many brand marketers are amplifying their brand campaigns with mobile apps

Audi’s App, called ‘start, stop’ is not designed to sell cars, but is a simple app that detects when open apps aren’t being used and sends users notifications to close it, to save processing power and battery life. This makes the phone more efficient, and promotes Audi’s stop-start technology, which automatically turns the car engine off when stationary to save fuel.


Mobile in TV Sponsorship• Broadcasters are now producing a range of mobile products to accompany

TV shows• Brands have the opportunity to sponsor these as well as the show, and to

integrate their offerings into the broadcast properties

TalkTalk created their own app to accompany their sponsorship of the X

Factor The TalkTalk Mix Off app gave viewers of the show the chance to star in their own music video, which could appear in the adverts around the programme.


Texting TV• TV is an excellent channel for driving response via mobile, particularly

when so many shows have SMS competitions or votes, as viewers are used to sitting with their mobile ready to text in

• Charities use TV texting to raise funds

Laundry brand Colour Catcher were able to receive over 100,000 free sample requests from a month of air time, making it a much cheaper and more effective distribution channel for samples than any other


Mobile in Sales Promotions

• SMS has been used in sales promotions for over 10 years in the form of the ‘text-and-win’ mechanic, where users text in for the chance to win a prize

• SMS is still popular, but there are new emerging forms of sales promotion using mobile


Advanced uses of mobile in SP

MTV and McFlurry worked together to offer a prize draw to win tickets to Ibiza. Participants were required to use the QR codes on Mcflurry’s purchased to unlock a hidden competition page


Bibliography• Ofcom (2014) The Communications Market Report, 7 August 2014, available at:

http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr14/2014_UK_CMR.pdf (accessed 20 August 2015).

http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr14/2014_UK_CMR.pdf

http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr14/2014_UK_CMR.pdf


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