Mobile Marketing - Who is Doing it Well?

Mobile Marketing - Who is Doing it Well?

When it comes to our everyday lives, there is no denying that we are connected to our mobile devices from the minute we wake up until the minute we set them aside to charge and settle into bed. The mobile future is definitely here and it is looking very much like it is at the center of how people do things and will continue to do things in the future. 

Mobile technology today enables new ways of expressing our existing brand ideas and as well enables marketers to explore new approaches. Marketers must make content exciting for users to actively engage in the content and more importantly, to encourage them to want to interact with the brand on more than one occasion. By satisfying and engaging with customers, company brands have more opportunity than ever before to generate lasting and meaningful relationships.

The video posted below demonstrates multiple prime examples of popular and also effective ways of mobile advertising.

Many brands today aim to demonstrate and launch their mobile ad campaign in hopes of targeting their consumer market in a relate-able way. For example, the 'Estee Lauder' make-up company (shown in the video above) is advertising a new product that wipes away noticeable face wrinkles. They came up with a great idea for their mobile advertisement campaign by including a basic interactive game in their ad which requires the targeted consumer to physically wipe away wrinkles on their mobile touch screen. By doing so, they hope the consumer will then gain the feeling of as though this new wrinkle cover up product will work as easily in real life as it did on their phone. 

There are many different types of mobile marketing ad campaigns but the most common type is the generic ad banners. Below is a basic example of an ad banner that most of us see on a daily basis while browsing our free mobile apps. 

I have highlighted the McDonalds banner ad in the image above as this is a great example of your basic, yet effective, mobile ad banner. McDonalds has chosen to run an ad banner involving their breakfast menu which is a great marketing idea as most people check their weather apps at the beginning (breakfast hours) of each day. 

Many big name companies are aiming to stay up to date and fresh with their mobile ad campaigns. Listed below are a couple of short short video examples of successful company attempts at mobile advertising. 

Starbucks

This video shows the Starbucks Cup Magic app that allows a consumer to send and receive virtual Valentine messages. By scanning one of their limited edition Valentine's Day themed cups, you can then watch your cup 'come to life'. You can also use it to send a Starbucks Card eGift as well. According to Starbucks, there have been over 42 million mobile transactions to date.

McDonalds

McDonald successfully came up with a way to grab the attention of Swedan people with Pick ‘N Play. This game application became a true example of interactive marketing by combining billboard advertisement with mobile marketing. This was a very successful attempt at creating a new and interesting way to attract customers to their restaurants.


After researching mobile marketing, the message is clear. Mobile is here to stay. It has become a norm of society and is leading us to creating a whole world of possibilities, many of which are still unknown and untapped. But with that being said, brands must tread carefully to not bombard their target markets with ads as the very last thing they want is to have their ads viewed as your generic online spam.

Bibliography 

http://www.sonitek.ca/blog/top-mobile-marketing-campaigns-big-brand-mobile-website-apps-campaign-case-study/

www.youtube.com

www.google.ca / google images

http://m.mobilemarketingmagazine.com/mobilemarketing/i/article/think-mobile



Andrew Cicuttini