When we know that the world will soon have 2 billion smartphone users, it is not surprising that brands invest heavily in mobile marketing. But mobile is much more than a gateway to the market. It provides companies with effective and not necessarily costly marketing tools such as geo-location, Bluetooth and push notifications … We have prepared for you a list of mobile marketing tools to help you make the right choice.
Mobile marketing tools
1. The Wallet application (formerly Passbook).
The Wallet application allows you to always have boarding passes, movie tickets, coupons and gift cards. To use them, the customer only has to scan his smartphone when he passes at the check-in counter or at the cash register. The Wallet application was launched in 2012 by Apple when iOS 6 was released, but there are now equivalent Android applications such as PassWallet or Pass2U Wallet. Some maps stored in the application include information based on time or location and are automatically displayed at the time or location. With this tool, you can remind your customers, while these are passing by your store, that they have a promotional coupon available. By synchronizing your application with Passbook you can offer more comfort to customers without having to make a lot of effort.
2. The SMS.
SMS messages have some indisputable advantages for mobile marketing. Their reading rate is up to 95%, of which 90% within 10 minutes after receiving the SMS, making this tool one of the most effective mobile marketing weapons. Neither the sender nor the recipient need the internet connection to communicate, and SMS can be read on all mobile phones, not just on smartphones. Finally, it is also possible to send SMS messages only to users who are near the physical store to inform them about offers and promotions.
3. The QR code.
Although this technology has existed for some years, it is gaining popularity only now. Because of its relatively low engagement rate, the QR code is used as a complement to other mobile marketing tools. It is above all a good solution to give information about products or services to consumers who wish to obtain them. If it remains ineffective to attract new customers, it can serve to retain those who already know your brand.
The iBeacon box functions like a beacon transmitting a signal to the smartphone which is in its proximity. It will then issue a push message or notification. Widespread in the convenience store to send offers to customers who pass the physical store, iBeacon technology can also be used for contactless payments with mobile phones. To use it, first create an iBeacon application that the client will have to install on his smartphone.
5. The e-mail
Email marketing may seem outdated, but the numbers tell us something else. According to a study by IAB Spain, the rate of opening of email in Spain is 78%! There are many email sending platforms. Make sure you choose one that gives you access to data on the performance of your emailing campaigns such as rate of openness, read time, and the number of clicks on links. You can learn from this to improve your marketing strategy.
6. The appvertising.
Appvertising, or advertising in mobile applications, has become widespread thanks to the rise of mobile applications of the free model that makes advertisements a main source of revenue. There are several types of mobile ads. For example, in the case of games, it is possible to induce the player to view an advertising video by offering him a token that he can then use in the game. In this regard, remember that advertisements should never alter the user experience of an application or mobile site.
7. Mobile applications.
Some brands, in addition to resorting to mobile advertisements, decide to create their own application. This is certainly a very costly marketing strategy choice, but in certain sectors such as tourism and e-commerce, the creation of a mobile application can significantly increase sales.
Examples of Successful Mobile Marketing Campaigns
Domino’s Pizza. The famous pizzeria has launched Domino’s Pizza Hero, an iPad game that invites users to create their own pizzas. Soon, it became the third most downloaded app on iPad.
The North Face. One of the leading manufacturers of mountain apparel and equipment, The North Face uses georepretation to enable customers to easily find stores. By subscribing to the loyalty program, the customer provides his mobile phone number and must activate the GPS. Then, when he approaches a certain distance from one of the stores, he receives a text message communicating his address to him.