Guest post by Alex Williams
These past few decades have been prolific when it comes to scientific discoveries, with computers being one of the most notable inventions of the previous century by far. Hence, the era we live in today, the Computer Age, has been named appropriately so, or is it really?
Perhaps computers have marked the previous century and paved the way for so many new inventions that otherwise wouldn’t be possible. So the most appropriate name for our current era would, in fact, be the Mobile Age.
Just peek at your local coffee shop or hop by the grocery store and you’ll see for yourself. Mobile phones and tablets have already surpassed computers in almost every way, especially for Internet use.
Today, we live a fast, on-the-go lifestyle and this is exactly why mobile phones make for such outstanding companions for billions of people worldwide. Consequently, mobile phones have opened the door for many new marketing tactics. Here are are five:
1. Video Storytelling
Video content is slowly taking over, and by some estimates, it will make up as much as 80% of the Internet by 2019. The reason is that visual content is far more appealing than reading for many people, which is reflected in the increasing popularity of platforms such as YouTube and Instagram.
Likewise, video ads are a lot more successful than their written counterparts – not only because they offer stunning visuals, but because they’re more easily integrated with social media.
An example would be the Always Like a Girl campaign, which turns the phrase ‘like a girl’ upside down and transforms it into a powerful statement. Apart from being a memorable video, it went viral on social media after girls across the globe contributed videos of their own using the hashtag #likeagirl.
Mobile phone cameras and video apps are used everywhere today, so it makes sense to create video content that you can easily share on social media.
2. VR and AR
VR (virtual reality) and AR (augmented reality) technologies are still in their infancy, with a lot of untapped potential waiting to be explored. Despite this, Pokemon GO has already demonstrated just how powerful VR and AR integration can be with mobile phones.
The campaign was such a huge success worldwide, that even people who have never heard of Pokemon before quickly learned about them. So much so, that some restaurant owners went as far as turning their locations into Pokemon gyms to specifically attract these mobile users to their respective establishments.
Yet, the future of VR is still on the horizon, as the race is on to find a proper place for it in mobile marketing campaigns. Whoever gets there first will most likely revolutionize the market.
3. App Implementation
Apps can be used in two ways for mobile marketing campaigns. The first is straightforward with the implementation of mobile ads within other third-party apps. This is handy when you consider that people spend 80% of their mobile phone use on apps.
Likewise, there are many successful entrepreneurs using mobile phones to run their businesses because of apps’ availability and usefulness. And, many enterprise companies now offer mobile apps to set their brands apart from their competition.
For example, Domino’s pizzeria has a neat mobile app which lets you order pizza by choosing your own crust, toppings, and other ingredients. Companies like Uber have already demonstrated success using its mobile application.
4. Interactive Ads
Speaking of Uber, there’s yet another example of the perfect mobile marketing tactic reflected in Uber’s collaboration with Spotify and their ingenious idea of letting you be your own DJ during your ride. This effectively personalizes your experience when interacting with these two brands, which is what every major mobile marketing campaign should strive to achieve.
Another great example of these interactive mobile tactics would be Nat Geo’s co-viewing experience as seen in their documentary about President Lincoln. Program viewers were able to read additional information on their tablets both during, and in-between, shows to retain their interest.
The trick with these interactive ads is their clever audience targeting. Uber targets a much younger audience so collaborating with Spotify made perfect sense. Nat Geo’s audience is not just somewhat older, but more curious as well, so the extra information was justified.
5. Location-Based Marketing
Location-based marketing is an excellent way to lure potential customers to your place of business. The ad acts as a ‘treasure map,’ and when you click on it, it shows you the location that’s nearest to you.
Adidas is one of the best examples of brands using this tactic with a mobile conversion rate of 13%. Another is Best Western for using geo-fenced ads around airports to provide people with the most relevant maps and nearest hotels they can view and book. This capitalized on the fact that many travelers make decisions on the spot using mobile phones.
With so many mobile phone users today, competing for customer attention in innovative ways makes perfect sense. Hopefully, these five tactics can give you new ways to reach them.