Heartland Mobile Council
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03:26:52 pm on August 24, 2009 |
One common question that I get from clients after they’ve learned Mobile 101 is:
I know I should be doing Mobile … now what?Now that you understand how mobile can help you reach your customers in a targeted and personal way, forming a strategy to integrate mobile with your brand’s communication strategy can be daunting. The key to success for your mobile campaign isn’t necessarily using the latest technology or releasing an app with a sexy design. Start by identifying the business problem that you are trying to solve. Once you have your business goal in mind, then you can plug in the appropriate mobile solution.
Here are some examples of brands using mobile to solve a business need and the mobile solution they’ve selected to deploy them:
Brand – Benjamin Moore
Goal – Brand Engagement
Benjamin Moore released a free iPhone app (ben Color Capture) to capture color, which can then be matched and coordinated with Benjamin Moore paint colors. This fun, intuitive app allows customers to interact with Benjamin Moore’s paint colors and find nearby stores to make their purchase.
http://www.geeksugar.com/3182153
Brand – Jaguar
Goal – Lead Generation
Jaguar uses mobile as a lead gen tool to increase foot traffic to dealerships, offer product brochures and opt consumers in to its SMS database. By integrating short codes into several media channels like print, television and outdoor, consumers can easily find their nearest dealership by texting “JAGUAR” to 24442: http://www.mobilemarketer.com/cms/news/advertising/3376.html
Brand – MLB.com
Goal – New Revenue Stream
MLB.com’s At Bat 2009 iPhone app brings live streaming baseball games, real-time updates and schedules to fans on the go. The $9.99 download not only excites sports fans but the app opens up a new sales model for struggling media groups.
http://www.mlb.com/mobile/iphone/
Brand – American Airlines
Goal – Communication and / or support channel
Many airlines like American Airlines understand that travelers may not be near a computer before upcoming flights. By creating a WAP site, like http://www.aa.com/mobile, customers may view flight reservations, check in to flights, view flight schedules and status and much more. Mobile boarding passes are even available for some flights.
Expanding your brand’s communication channels to use mobile may include hot new technologies but at the end of the day, we need to solve business goals. Ultimately, it’s a lot of fun to pour a beer or create a fart sound but with smaller budgets and taller performance targets, brands need to think of mobile as more than a branding tool and plan their campaigns with performance in mind.
Molly Garris
Digital Direct Marketing Manager, Arc Worldwide .. an affiliate of Leo Burnett
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