Mondelez International, the snacks firm which split off from Kraft Foods adopts mobile first position
“Our goal is to become one of the top mobile marketers in the world. By investing 10% of our global marketing budget in mobile, we believe we will open opportunities in the marketplace,” said Bonin Bough, its vice president, global media and consumer engagement.
The two firms surveyed 5,013 smartphone owners, and reported that 81% regularly surf the net via this route, while 77% access search engines, 68% leverage apps and 48% stream video.
Simultaneous media use was also widespread, as 72% of those polled were active on their touchphone when consuming other channels, including 33% doing so at the same time as watching TV.
More broadly, 93% of participants used gadgets like the iPhone and alternatives powered by Google Android at home, suggesting they have grown beyond solely being deployed on-the-move.
Search engines proved the most-visited category of website, as 77% of interviewees logged on to these platforms through their phone, beating social networks, ecommerce portals and video-sharing services.
Overall, 90% of mobile enquiries entered on properties such as Google and Bing resulted in some form of concrete outcome, be it buying something, travelling to a store or calling a company.
Indeed, 24% of contributors recommended brands and products after inputting a search enquiry in this way.
Elsewhere, 71% of respondents had searched the mobile web in response to advertising, with traditional media ads registering 68% here, measured against mobile’s 27% and online’s 18%.
Another 82% could recall viewing ads on a wireless handset, and half of this group engaged in a positive reaction, incorporating 49% making a purchase and 35% going to a website. Mobiles are also exerting a growing influence as a “shopping tool”, with 79% of people possessing smartphones having used them to compare prices, find product specifications or locate retailers.
Exactly 74% have previously bought goods and services as a consequence of using smartphones for parallel purposes, whether it be in stores, online or from mcommerce platforms.Similarly, 70% had employed their phones for these reasons when in bricks and mortar shops.
Local information was revealed to be especially popular, as 95% of the audience looked for such content on a handset, and 88% took action within a day of tracking down relevant material. A 77% share contacted a company, with 61% calling on the phone and 59% attending a physical outlet.
“Make sure you can be found via mobile search as consumers regularly use their phones to find and act on information,” the study said.
“Incorporate location-based products and services and make it easy for mobile customers to reach you because local information seeking is common among smartphone users.”
Further recommendations included developing a meaningful cross-channel strategy, and taking advantage of mobile advertising which taps in to concurrent media usage.
Data sourced from Google; additional content by Warc staff, 28 April 2011
Contact ApolloBravo for more information on reaching mobile shoppers.
Retail Mobile Coupons are a idea who’s time has come. Borders Books UK had a 69% opt-in rate for mobile coupons, among existing e-mail club members! This was with no in-store promotion. Why, because they are easy to use. No need to print them, they are with you when you need them, they are green and they are linked to a loyalty card, so you can leave that home as well. I am not sure about you but it is not very often I would print out an e-mailed coupon fold it up and put it in my wallet. Mobile just makes more sense as a consumer and as a marketer.
With the advent of digital signage in is also easy to opt people into your club just by texting, in store, no plastic, no paper, no mailings. Need more convincing read this article for Mobile Marketing Profits.
“Is it on sale?” The mobile opportunity – people are buying now from Mobile Marketing Profits
In today’s market, consumers are thinking twice before they buy almost anything. “How much do I need it?” “Do I need it all, or do I just want it?” “It is on sale?” Questions people ask when they’re uncertain about their own economic futures.
This “Is it on sale?” thinking presents an ideal opportunity for mobile marketing to worried consumers. For example, if a consumer has a genuine need and desire for a purchase more complex or higher value than an impulse buy – anything from an upgraded mobile phone to a new car – they may repeatedly pass up that item at full price, or even with some discounting. Stretching their spending dollars by waiting for a better deal is a safer move in a tight economy.
But what if that same consumer were to receive a coupon on their mobile phone while they were out shopping? Not a printed coupon sitting at home with the unopened mail, or an email coupon waiting in a distant inbox to be printed out and stuck in a purse or a pocket. Rather, a targeted offer made to the right consumer at the right time, in the right place.
This sort of precision targeting has been the promise of mobile marketing for many years, but few companies have yet to fully leverage such a strategy today. Confusing opt-in/op-out rules for commercial SMS messages, platform compatibility issues with sending MMS coupons to different families of smartphones, divergent carrier support for standards and commercial traffic – all of these factors and more have served to discourage corporate involvement in robust mobile couponing.
Yet there are best practices and design solutions which can work with all of these impediments to transform them into success factors. An inbound mobile marketing campaign driven by point-of-sale signage and advertising placements combines the consumer opt-in process with the marketing contact. Use of well crafted standard SMS messages (text-only) sidesteps MMS and barcode compatibility issues to reach all SMS-capable phones. Even minimal integration between the messaging gateway provider and your own retail management systems can provide end-to-end accountability and realtime program ROI.
You as a mobile marketer need to keep the following things in mind when pursuing this kind of program:
- How will the consumer become aware of your campaign?
- How will you obtain their permission to interact?
- How will the offer be redeemed at the point of sale?
By offering consumers mobile coupons, businesses can create stronger customer relationships while giving consumers what they want, resulting in increased satisfaction, and increased profitability.
“Is it on sale?” The mobile opportunity – people are buying now from Mobile Marketing Profits
Want to learn more about Mobile Coupons Contact ApolloBravo and ask about our Loyalty Link Program with integrated digital signage.
Mobile Marketer: To pee or not to pee, that’s the question
Procter & Gamble Co.’s Charmin, the nation’s No. 1 toilet paper brand, has debuted its first mobile advertising sponsorship, working with global bathroom directory SitOrSquat Inc. on its Web site and mobile applications.
The consumer packaged goods giant is sponsoring SitOrSquat’s site and iPhone application to help consumers on the go find the cleanest public toilets worldwide. The site and application offer user-generated listings of bathroom locations and ratings, as well as details on hours of operation, handicap accessibility, showers and availability of changing tables.
“SitOrSquat is the perfect partner for us,” said Dewayne Guy, external relations manager at P&G, Cincinnati, OH. “We’re not going to reinvent the wheel by creating this application. We found somebody out there whose mission matches ours. It creates the perfect partnership.”
SitOrSquat is a New York-based user-generated service that lets consumers find bathrooms with myriad facilities including changing tables and handicap access across 55,000 bathrooms in 32 countries. It styles itself as “a place to find and record bathrooms anywhere in the world.”
Users who download the SitOrSquat application from the Apple iTunes Store to their iPhone can add their review when they have used one of the featured toilets. A “Sit” rating implies that the bathroom is clean and “Squat” means that it is not.
Got your back
The Charmin sponsorship is currently live on the Web site and iPhone application. A presence on the BlackBerry application may follow, along with a presence on future Windows Mobile and Android applications.
In addition to images of its two bear-cub mascots, Charmin also gets a banner ad on the SitOrSquat iPhone application that says, “Gotta go? Relax … we got your back.” The banner features the red bear and the Charmin logo.
Clicking on that banner ad currently takes consumers to a mobile landing page with a big bear on it. Soon, SitOrSquat will introduce a more comprehensive brand image including the possibility of point of purchase and enriched content for Charmin once the ad is clicked on.
Another banner shows the blue bear with a thumbs-up sign. Copy reads, “Just like home.” The Charmin logo is adjacent. A click-through on that unit again takes users to a mobile landing page with a bear on it.
The banners occupy the bottom strip of every page in the iPhone application.
“What we get out of it is the impressions from that activity,” Mr. Guy said. “We’re really trying to support the effort that SitOrSquat is putting out there.”
P&G has typically promoted its Charmin tissue across television, print and in-store media. Online sponsorships, outdoor events and now mobile advertising are designed to keep the brand front and center of its target audience of moms and families wherever they are, at home or travelling. Read more