How To Achieve Mobile Success, Even if You Don t Have an App 1
In our multi-channel world marketers are faced with two main challenges at any given moment - shifting a negative brand image, and boosting consumers' engagements. Marketing professionals invest endless hours and resources in brainstorming creative ideas to combat these two through a variety of media channels, almost completely neglecting the most powerful and memorable of them all - mobile. That tiny device in every single one of your consumers pockets is your fast track towards molding your brand image and shifting consumer opinions. How exactly does it act that way? Read on. 2
Turn That Frown Upside Down Let s start by discussing the issue of shaking a negative brand image. Sometimes that negative association is so firmly stuck to your brand that it seems impossible to get rid of. However, certain attributes possessed by mobile devices such as innovation, speed, and accessibility, can help you do just that. Some of the most common association to become attached to brands creating a negative image is having a reputation of terrible customer service and being perceived as old and outdated. These are two associations that are extremely difficult to get rid of and often cost companies a loss of a large amount of consumers. By having a mobile presence and becoming accessible to users at any given moment, your brand can gradually win back user loyalty and trust. The mobile platform helps bridge over any customer barriers created by outdated customer service and therefore, having bad customer service is no longer an issue. No more long waiting hours or irritated customer service professionals. Through mobile, users can perform actions and engage with the brand without that extra buffer that triggered negative emotions beforehand. The advantages of mobile don t just end at accessibility but also include experience and engagement. Since mobile is such an innovative platform, it will allow your brand to be associated with cool, creative, and modern campaigns, and shed it outdated and old image and meet new customers in no time. 3
Reach, Touch and Engage The other challenge that s yet to be dealt with is to truly succeed in reaching consumers. So why is mobile the ultimate platform to achieve this goal? Because it allows brands to establish a direct, intimate bond with users that paves the path for marketers to transmit their messaging to them in a noise-free channel of communication. Since most marketers created their careers and were educated in a time where traditional media ruled the playing field, few marketers actually know how to do mobile right and achieve that sought-after channel of communication with consumers. The Biggest, Most Common Mistake The most common mistake made by traditional marketers is jumping into developing an app for their brand when in fact, they could establish an impactful mobile presence without it. Most companies out there repeat this same mistake spilling time, money, and plenty of other resources into something that doesn t bring consumers closer to the brand. For this reason, the first thing you should do when creating your brand s mobile strategy is consulting with a mobile professional to help you determine whether or not you need an app. 4
If you ve reached the conclusion that your business cannot benefit from an app it doesn t mean you have to kiss those mobile customers goodbye. There are still plenty of things that can be done in order to establish a buzz-worthy mobile presence and enjoy all those mobile benefits. No App? No Problem Mobile is an incredibly versatile platform and with the right professionals on your team you can create ground-breaking campaigns that can help you achieve your KPIs, with no app required for the job. Mobile technologies since location and context allows for mobile campaigns to be hyper-targeted, engaging your targeted audience, and thus being more effective than any other advertising platform. 5
Here are four essential elements you should pay attention to: KPIs are just as important when you don t have an app, so before you do anything, determine what it is you re trying to achieve. Your KPIs can be anything from impressions, to clicks and paying users. What it may be, mobile technology can help you create hype segments of your target audience to reach that specific user profile you re seeking. Measure all of your campaign efforts. Unlike big billboards and TV commercials where advertisers aren t able to get a detailed review of the audience s reaction, mobile campaigns can provide exactly that. According to metrics such as engagement, retention, conversion and more, advertisers are able to adjust their message and better tend to each section of their target audience to best meet their campaign goals. 6
Gamify your campaign to make it interactive and engaging, and most importantly, stand out in the crowd of millions of other ads out there. One of our success stories was with an Israeli gas station convenience stores brand (Delek Menta) which partnered up with a coffee chain on a line of fresh summer smoothies. Delek Menta's mobile campaign 7 We came up with the idea of that showcased a blender and presented different kinds of fruit for users to choose from. Users could drag their fruit of choice into the blender and physically shake their mobile phone to mix the fruit together. In order to get a free smoothie users had to offer a coupon to another friend which doubled the virality of the campaign. Once their virtual smoothie was ready, users could easily navigate to the store. The campaign received 16 million views and generated 27K direct coupons, which were used within the stores, creating 390K in revenue, and a 15 times ROI. There you go no app, yet still an incredibly successful campaign that engaged users and met the company s KPI.
Use other popular apps as platforms for advertising can quickly boost awareness about your brand, just make sure to partner with apps that attract your target audience. A recent campaign that turned into a huge success was by the Swedish film, Ex Machina. The film producers created a fake Tinder account for the leading star, an attractive 25-year-old actress who started chatting with other Tinderers at the conference. This publicity stunt is a perfect example of a brand using existing mobile platforms to create an impact, without launching its own app. For more success stories and other tips and tricks feel free to contact hello@moburst.com. 8
` Moburst is a full service, global mobile marketing agency that helps companies grow their mobile business. After redefining hundreds of apps and A/B testing every possible feature in every vertical, our team knows what works for each product, and how to deliver the most relevant experiences for each user. We love solving clients tough mobile challenges and believe that the combination of creative thinking, advanced technology, and data drives success at scale. Hundreds of companies, from local startups to large global brands such as: Microsoft Accelerator, Gett, Conduit, Sony Music and Nielsen Innovation, have leveraged our product refinement, app store optimization (ASO), user acquisition, and mobile consulting services to enhance their product and maximize their KPIs. Every day, our team s mission is to innovate creative solutions that connect brands with highly targeted audiences that convert into loyal users. Moburst has offices in New York City and Israel. To learn more and keep in touch, visit www.moburst.com or contact us at hello@moburst.com 9