Brands prove the value of mobile marketing0
Posted on 14th Nov 2013 by Stéphanie Viriot in Telecom
We often extol the virtues of mobile marketing and the role that the cellphone can play in forging stronger relationships between brands and consumers. As with anything though, the proof lies in the pudding. That is, it’s the proof points and case studies that really make people sit up and take notice.
Which is why it makes sense that the second day of the Mobile Marketing Association EMEA Forum here in London focused on case studies from leading brands and media agencies.
We have been shown some great examples of campaigns from various industries but the ones that stood out were from the retail sector. While the focus is on the role of mobile, the killer campaigns were those that mixed traditional and digital media in a multi-channel approach. Let’s take, for example, Colgate, as explained by Greg Stuart, CEO of the MMA. Because much of the audience they were trying to reach was illiterate and based outside of urban areas, they used the mobile voice channel, empowered by geo-targeting. This video sums it up well.
Another example was given by Andrew Walmsley, chairman of Fetch, who claimed that marketers are often driven by the wrong initiative and that they need to focus on building loyalty through service back into their businesses. More can be read here as summarized by The Drum.
There were plenty of other case studies including one from Unilever showing how to use mobile to transform products into platforms with a campaign that combined mobile voice calling with content. Another well-known case study is Dove, which can boast to be the most viewed video due to its viral effect. It was shown in 110 countries and has been translated into 25 languages.
Another great case study was the Magnum campaign which took place in Istanbul, asking consumers to decide whether to turn the city pink or black. This campaign was integrated, however, drawing on mobile social networks, TV, radio and digital, resulting in the event itself being broadcast live with celebrities in attendance. Some of the results were just incredible, including a social media boost of 970% and over 100,000 tweets. Or how about the Hellmann’s case study which involved a digital app that told shoppers what to cook based on the items they had bought? This had a direct impact, with sales of Hellmann’s mayonnaise increasing by 44% in the stores with the recipes printed on shopping receipts.
There were so many examples and success stories that it’s hard to know where to stop. But let me conclude with this one. Caroline Bertrand from AXA outlined how an app can go beyond changing brand perception but can also be useful in our day-to-day lives. In this instance, AXA has developed a driving app to help customers to become a better driver, including tips and a game to develop a more secure driving style as well as a claims app, supported by a cross media campaign from Shazam. When watching the video, consumers with a Shazam app are immediately connected to the AXA app. To paraphrase Caroline, design for mobile first, then tablet and desktop, and don’t forget to bridge the gap between mobile and TV.
Once again, another successful #MMAF2013 and many successful brand stories. Let’s see what we can achieve ahead of the next forum.
Tags#GemaltoNFC 4G Apple BYOD Digital Security EMV Facebook Gemalto Isis LTE M2M MasterCard Mobile NFC OTP Payments SIM SMS Twitter USA Visa authentication banking cio cloud contactless convenience digital ebanking fraud hacking identity innovation internet of things machine-to-machine mobile marketing mobile wallet mobile payments mobile world congress mobile payment mobile banking multi-factor authentication online banking password passwords security smartphone strong authentication technology two factor authentication
Around the siteRecent Posts
- Three ways technology can help banks regain millennials’ trust - 18/09/14 @ 09:49
- Three top priorities to help banks build loyalty as customers take them up on switch guarantee - 16/09/14 @ 12:58
- One Device to Control Them All - 12/09/14 @ 02:23
- Getting Smart About Recycling - 11/09/14 @ 08:45
- Five things we can learn about the future of contactless payments from the iPhone 6 and Apple Watch - 11/09/14 @ 09:01
- You neglected to mention that Fujitsu has millions ... - 08/09/14 @ 03:02
- PCI-P2PE - Stands for PCI-certified Point-to-Point ... - 29/08/14 @ 08:44
- Nice article.... but the real key is that companies... - 30/07/14 @ 08:53
- I couldn't agree more that the future of mobile ban... - 14/07/14 @ 03:45
- Security on mobile has become cooler on the OS leve... - 06/06/14 @ 12:11
- Gemalto (182)
- Marta Bordonada (52)
- Tim Cawsey (51)
- Dominique Brulé (28)
- Philippe Benitez (24)
- Jennifer Dean (24)
- John Ahlberg (19)
- Ken Abbott (19)
- Manfred Kube (18)
- Kristel Teyras (18)
- Neville Pattinson (14)
- Isabelle Lodo (12)
- Jack Jania (11)
- Brittany Jedrzejewski (10)
- Axel Hansmann (10)
- Nicole Smith (10)
- Stéphanie Viriot (9)
- Alexandre Bordier (9)
- Cecile Eurendjian (8)
- Kim Depussé (8)
- Michelle Leech (8)
- Paul Kobos (7)
- Ernesto Haikewitsch (7)
- Naomi Lurie (7)
- Arta Sylejmani (6)
- Muriel Charriere (5)
- Macey Morrison (5)
- Xavier Larduinat (5)
- Vincent Truffier-Blanc (5)
- John Lineberger (4)