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To promote this unique initiative, they produced and posted an animated film on YouTube and developed a new mobile game. Some are saying this could be one of the best mobile marketing campaigns in history.Ĭhipotle, a fast-food Mexican grill that is attempting to revolutionise the fast-food experience, is known for its Food With Integrity initiative, a commitment to finding the very best ingredients that are raised with respect to the environment. Consider using Bing and Yahoo to attract mobile customers. – Conduct mobile keyword research to see how your customers are searching on their cell phones. This can be attributed to the fact that customers tend to search for information on their phones with greater purpose. To supplement their PPC campaign, they also ran advertisements on a number of popular mobile websites like CNN and CBS and saw lower bounce rates compared to normal Internet advertising. Intel used both exact and broad-match keyword search terms to drive people to their website in an attempt to educate customers on the features of their new processors, and they found that Bing mobile search was 40% more efficient than a normal online search. Instead, they launched a B2B mobile paid search campaign to support its “Meet the Processors” brand campaign. They didn’t design a flashy new interface or produce their own augmented reality. 3) IntelĬompared to Ikea, Intel took a much simpler approach to mobile marketing. – Stimulate prolonged interest for your other marketing initiatives. If you can interest and inspire customers first, the sales are likely to follow. – Don’t focus solely on generating sales. Answer customers’ questions before they even ask! – Use mobile to make the act of buying easier. They also wanted to make the buying process easier and to encourage customers to engage with their catalog throughout the year, not just during the first few days they received it. No more eyeballing necessary.įor Ikea, the goal of the app was to inspire creativity and to stimulate customer interest in home furnishing. They could see how the colors matched and could even make sure the dimensions were appropriate before stepping into the store.
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Users could download a picture of the product and then use their phone’s camera feature to create a virtual 3-D image of how that piece of furniture would look in a certain area of the room.įor all the planners out there, it made purchasing furniture less of a headache. The other created an augmented reality that allowed customers to use their mobiles phones to see how furniture would look in their homes.
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One feature helped users identify their own unique style by completing a series of tests.
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In 2010, Ikea launched a free application integrated with their newest product catalog. – Offer an option for customers to sign up to receive reminders via text message. Consider segmenting your mobile customers to target specific audiences with certain promotions depending on their physical region. 79% report they have increased their visits to the store once they started receiving reminders, and 65% made a purchase as a result of the reminder. In urban areas, The North Face GEO-Fences extend up to a half a mile around the stores, and in suburban areas they are up to a mile.Ĭustomers have responded well to this type of mobile marketing. Then when they come within a certain distance of a store, they receive a text message from The North Face reminding them to stop in.īased on the customer’s location, The North Face can tailor the text message to the weather of the region, and they can target specific customers with certain promotions.
To sign up for the program, customers provide their mobile phone number and activate their mobile GPS feature. The North Face, one of the world’s leading providers of outdoor apparel, is using a mobile tactic called GEO-Fencing to lure more customers into their stores. Here are 7 mobile marketing success stories that will inspire your own mobile marketing efforts.
Reading blog posts and reaching out to thought-leaders is a good way to gain knowledge, but how will you use that knowledge to craft a killer mobile strategy? Learning by example can help get you started. When the sky is the limit and the opportunities seem endless, it can be difficult to develop an initial strategy. Have you thought about how your company can leverage mobile marketing to increase sales?
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