With over 230 million mobile phone users in the United States, the “third screen” is well established in our lives. The recent “Digital Divas” research conducted by Ogilvy discovered that women would sacrifice their TVs before their mobile phones. Add to this the growth of place-based media and a 56% increase in outdoor time over the decade, and I would argue that the mobile device is the consumer engagement medium for today.
Why then are marketers failing to provide brand interaction through this channel? I am amazed by the number of times I am provoked into action by an out-of-home or in-store communication, but never offered a satisfactory mobile outlet. Marketers are leaving program ROI opportunities on the table, specifically in four areas:
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MOBILE SUPPORTS THE CUSTOMER JOURNEY: Consider how you can take motivated consumers from your communications or Web site and give them content or utility that will support their journey as shoppers. From simple content like shopping lists or menu tools to more complex ideas like Tesco’s iPhone app, potential exists across the spectrum. A specific example of something we executed for the Sleep Number Bed asked users to text in their Zip Codes to receive a $50 coupon and the location of their nearest store. Response and redemption from this mobile channel was higher than that of both the 800-number and campaign URL.
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MOBILE ENHANCES IN-STORE EXPERIENCE: Think about the decision support you could offer your shoppers with a brand ambassador in every relevant aisle 24/7. With mobile, you can. Sephora gives shoppers the ability to text in and receive consumer reviews at shelf. And brands are now using augmented reality on packaging as a content delivery mechanism.
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DIAL UP PACKAGING WITH MOBILE APPS: For years we have been too bashful with our drive to digital dialogue. Our on-pack URLs tend to be an afterthought; rarely do we treat the moment of purchase as an opportunity to drive people toward more rewarding product usage. The mobile device serves as an ideal connection point to invite interaction. For example, a dietary product brand could offer a meal planner app that sends timely reminders to keep you on track with your diet.
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MOBILE COUPONS — INSTANT GRATIFICATION: A recent study conducted by Ogilvy & Mather Chicago revealed that 92% of consumers use coupons. Mobile coupons can be seen as the Holy Grail for mobile marketers: “digitizing the FSI.” But what is the best way to enable coupons through the mobile channel? Answers are being provided by companies like Infinian, which integrates its platform with Verifone payment systems and POS. This enables a seamless consumer experience available to all, with offer distribution available through SMS and in-store redemption without the need to scan 2D barcodes.
Take a look at programs you already have underway and ask if adding a mobile connection makes sense. Here’s a good example: A market-leading orange juice brand recently added a point-based loyalty program. I would bet program uptake would increase by one-third if it made mobile the channel of choice for consumers to log their points.
— GARETH ELLEN is director of digital for agency OgilvyAction North America
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