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Consumers are continuing to approve new ways to communicate with businesses and brands from their mobile phones.
The major fact is 91% of smartphone owners have their device within arms’ reach 24/7. And, it’s really the first time that we, as marketers, are able to reach our customers on a 24/7 basis.
A study showed that 71% of marketers place mobile marketing at the core of their business and 86% of senior level marketers state that it’s a very significant part of the customer journey.
In this case study, you will find; by integrating your mobile marketing program throughout your current media it will become a dynamic addition at the heart of your cross-channel marketing strategy.
Here are some current 2017 Mobile Marketing Statistics:
- 80% of internet users own a smartphone.
- 48% of consumers start mobile research with a search engine.
- 68% of companies have integrated mobile marketing into their overall marketing strategy.
- 58% of companies surveyed have a dedicated mobile marketing team.
- Mobile email opens have grown by 180% in the last three years.
- Mobile Offers are Redeemed 10x More Frequently Than Print Offers.
- By 2019, mobile advertising will represent 72% of all US digital ad spending.
Successful Brands Examples Using Mobile Marketing Strategy:
Here are 4 brands that successfully using mobile marketing strategy – see what you can learn from them.
#1 Dictionary.com
As the world’s largest and most influential online dictionary, Dictionary.com offers a destination where users can access a myriad of educational and entertaining vocabulary-building tools.
The company’s core applications have 22 million installs across a variety of mobile platforms, making Dictionary.com the world’s most downloaded mobile dictionary.
Objectives
- Increase active user rates
- Enhance users’ learning experience by providing Word of the Day through push notification
“Dictionary.com’s mission is to provide a total destination for word discovery that enables our users to effortlessly expand their knowledge and mastery of language.”- Lisa Sullivan-Cross, general manager of mobile for Dictionary.com.
Dictionary.com’s Mobile Marketing Strategy
Dictionary.com’s Word of the Day was an incredibly successful franchise on the website, so when creating the app they wanted to give mobile users access to the content without directly visiting the app itself.
To help increase the active user rate and engagement, Dictionary.com considered different mobile-messaging providers to help unremarkably deliver the Word of the Day to interested users in a manner that would maximize the value of their learning experience.
They implemented push messages to users, enabling users to receive the Word of the Day effortlessly.
Results
- 6% Increase in active user rate among iPhone app users
- 22m Installs of Dictionary.com apps across mobile devices
The success of the push notification program has also been a key element to Dictionary.com’s overall brand strategy.
Key Takeaways
- Send Push notifications to millions of mobile devices on a daily basis
- Keep mobile experiences super clean and simple
- Enabling users to receive your offer effortlessly
#2 Pep Boys
The Pep Boys: Manny, Moe & Jack is an American automotive aftermarket service and retail chain with more than 800 locations.
They offer tires, aftermarket car parts and accessories and you can schedule your oil change and other parts.
Objective
- To increase active users for mobile wallet
- Leverage customers by giving offers through SMS marketing
Pep Boys Mobile Marketing Strategy
Pep Boys builds interactive brand experiences through mobile SMS marketing combined with mobile wallet campaigns.
This is a brand already leveraging offers to drive customer action but they decided to mobilize it.
Results
- 26% of users that viewed Pep Boys offers on Passbook added it to their Passbook.
- 08% of users who added the offers to passbook, removed from Passbook
- 30% of all mobile wallet offers that were added to mobile wallets were redeemed in store.
Key Takeaways
- Pep Boys organized their strategy using offers and coupons to get people to visit their locations.
- They embrace mobile wallet campaigns tying in Passbook and Google Wallet
- They engage subscribers regularly averaging about 3 or so messages per month
#3 Ace Hardware
Ace Hardware is the world’s largest hardware retail cooperative. It has over 4,600 locations and does over $13 billion in retail hardware sales annually.
Ace Hardware Mobile Marketing
Ace Hardware is one of the more advanced examples as they continually offer a variety of ways to engage with customers.
Users leverage coupons within a mini-microsite experience; they frequently drive to trackable offers using barcodes and promo codes.
They allow users to save the offers for later via email, SMS or even adding them to Passbook.
Key Takeaways
- Use a mix between coupons, scratch and win games to engage with customers
- Send messages on a regular basis keeps customers engaged and wanting to stay in the program with consistent value via offers
- Considers the user by allowing them to store and save offers for a future time
- Doubled down on promotion by adding signage throughout their stores to build their mobile database
Jack in the Box is an American fast-food restaurant chain. Food items consist of a variety of hamburger and cheeseburger sandwiches along with varieties of internationally themed foods such as tacos and egg rolls.
Jack In The Box Mobile Marketing Strategy
Jack in the Box is heavy into using MMS messages including pictures and video. They do a really good job of speaking in their brand voice and always introducing new products.
Key Takeaways
- Make building their mobile list a priority by allowing people opt-in from the website’s homepage
- Always compose message copy in their brand voice
- Include codes for redemption tracking
- Regularly announce new products like their Sirloin Burger through this program
Conclusion
Messaging programs will let your retail business to capture more data and demographic information about your customers which let you have a much more targeted and personalized conversation.
Combine new metrics on your mobile, you’ll be able to measure the value of a mobile subscriber and know exactly the ROI your mobile program can deliver.
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