Call-to-action elements on mobile featuring an SMS keyword and short code where they can receive information or get instant call back making them listen to a voice portal providing information or engaging them can make festive themed traditional media actionable and savvy. Brands can get the word out about promotions, sales via SMS, voice, mobile web and branded mobile apps, which can get integrated into all forms of advertising.
Break the clutter
During festive period, consumers are bombarded with lot of advertisements. So how can a brand secure the top-of-mind real estate ahead of its competitors or alternatives?
The answer will range across consumer behaviour to trigger from SMS alerts, giving a coupon over the phone, gratifying them with packaged content (ringtones, songs, wall papers, tips etc.), sharing links with friends (creating a mobile viral), opening a Bluetooth etc.
Incorporating mobile, local and targeted approach is what is necessary!
Mobile is unique and hence you can target your audience by demographic, contextual, behavioral, and even location based targeting. Location based targeting is unique and a powerful link to point-of-sale purchase or gratification making a strong connect with consumers with the right offer at the right place.
Store or product locators, discounts, shopping/wish lists, gift suggestions, product information or tips can be great mobile tactics to leverage or even simply adding a mobile call-to-action makes radio, print, outdoor and in-store media work harder and makes it more trackable. Mobile pay-per-click and pay-per-call advertising can be efficient ways to make the conversion.
Walk that extra mile
The main reason that marketers need to include mobile media at festive time is because that’s where the consumers are, on their phone, checking prices on sites, Google, sending photos of a gift idea to their family and friends, talking about suggestions/recommendations on Twitter and Facebook, and checking in from stores on mobile social networks like Foursquare.
“In many cases the consumers that spend the most time doing those activities are also the ones most likely to have more disposable income,” Also, consumers that engage with your brand on their mobile devices are more likely to have a favorable brand impression, and purchase intent.
All of this combines to make mobile media a must for the holidays. Mobile advertising has proven to be able to drive brand consideration, intent to purchase or other relevant action.
Look cross channel
Like any other marketing medium, cross-promotions and a seamless transition for customers between different channels is necessary. Site promotion codes should work on all channels, but having special mobile coupons to increase adoption should be encouraged and tried.
In fact, many are predicting a noticeable increase in the use of mobile coupons this year. Consumers are starting to get more comfortable with using their mobile phones outside of calls and texting and will be willing to experiment with relevant mobile offers that provide a clear value exchange.
“Geo targeted coupons and ads will have a much higher redemption rates than online versions, and can potentially make a non-shopper into a shopper by adding that extra incentive”. One of the leading retail brands used pin code methodology to identify the area and give relevant offers, which had high conversion rates.
Also, since social and mobile typically trend close together, having a mobile site with share to social abilities and vice versa is an easy win. Brands can make a splash by thinking creatively about their brand and what the customer would want.
“The possibilities are endless. Lets get talking”
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