Mobile Marketing

Cribbed this from a discussion in Marketing Week on issues around Mobile Marketing:

"

MW: If you are creating a non-transactional app, what should it do?

UA: At Procter & Gamble, we look at apps in two ways. There are entertainment and utility apps, both of which need to be rewarding and relevant for their target group.

You always need to ask: what is the role of that app within the consumer’s path to purchase? Once you’ve established that, you can develop the right type of app. We recently launched a Pringles app for the summer football season and it’s purely for entertainment - that’s its role in the path to purchase, within an integrated marketing plan.

James Frost (JF) marketing director, Nectar

If you look at mobile in isolation, you’re really cutting off your nose to spite your face. You need to understand how it fits with everything else you’re doing.

JA: A great example for us is Axe [Lynx in the UK]. We found this interesting consumer insight that young guys use their mobile phone as their alarm clock. We sprinkled a bit of “the Axe effect” on an iPhone alarm clock and created an app called Axe Wake Up Service, where young guys get woken up by their favourite Axe angel every morning. It’s about moving away from interruption to engagement.

Guys are using the Wake Up app on a daily basis. They are having a regular interaction with our brand. The app is designed to become more engaging as you use it, as well as more risqué as it goes on - or the girl gets upset if you don’t use it, which is just like real life.

For us, this fulfilled both our objectives in terms of entertainment and utility, so we see it as a huge success.

Melissa Loddo (ML) digital marketing manager, New Look

JF: I think a big opportunity for FMCG businesses outside of pure brand communication is sales promotion. Imagine that you’re going into Sainsbury’s and the app reminds you that something is three-for-two at the very moment you’re entering the store. FMCG brands can make the most of apps by using location and time-specific reminders."

To read the entire article go to:

http://www.marketingweek.co.uk/sectors/telecoms-and-it/mobile-marketers-stand-at-start-of-long-journey/3014955.article

It's a good read. Love the Axe (Lynx) example cited above.