Mobile first approach is now a must for brands

There has been a constant debate around the role of mobile in the present digital ecosystem.
While on one side, few digital & social media enthusiast are completely tilting their opinion towards use of mobile applications and rich media, another section is extremely bullish towards mobile video & its capabilities in taking the brand message to the end consumer.

In the meantime, Mobile has already crossed the stage where it was just a part of those endless client-agency brief meetings. Today it has the power to justify the status of “Next big mass medium” by virtue of the sheer numbers it possess.

Mobile internet adoption is growing at a faster rate than the adoption of radio, internet and television. By 2015, nearly two-thirds of all “online” advertising will be served up by a mobile device.

According to latest comScore reports, out of 234 million mobile user base of Age 13+ in the United States, 22% accesses videos on mobile & over 11% watches TV on their mobile device.

Almost 22% of those with HHI $50K+ accesses the video content through their mobile. These figures may look small compared to overall size of the market but from a digital consumption point of view, these are definitely huge & still going strong exponentially.

While mobile is a great complement for conventional brand marketing, mobile display & rich media are greater for direct response & engagement. Perhaps the answer lies in the way any advertiser would be using mobile videos in their digital media mix.

Conventionally, most of the digital agencies are recommending standard run of the mill pre-rolls to all their clients, just to keep their client’s investments safe & to give better ROI for the brand. On one side it may be growing the mobile video category, but it is shrinking the rest of the mobile by limiting the possibilities & typecasting the medium in the eye of the marketeer.

Lets find out how various marketeers are using Mobile currently as a part of their overall marketing efforts.

Mobile Media Marketing Tactics used by Brands & Marketers

Marketers are focusing on mobile as another messaging channel, and mostly ignoring its potential as a medium through which to build deeper customer relationships. The beauty of  mobile is not just taking the brand message & delivering it to a wider targeted audience, but it is actually adding another layer of engagement with the customer before, during & after the point of purchase.

Mobile media intelligene, if effectively used, can peel off deep complex layers of human behavior when exposed to certain communication. Today, Mobile as a device allows a user to touch & engage with a brand message in a certain space & time. The information, if used for segmentation of brand audience can help create rich audience experience over time.

Jason Spero from Google talks about the mobile revolution in the usage of devices that has happened over time. He explains the importance of mobile and how to use mobile to connect with your already engaged consumers.

The global marketers surveyed by Marketing Charts do see the potential for mobile as a relationship-building channel, even if they haven’t yet fully embraced it in such a way. 55% cited mobile’s accessibility and always-on nature as a critical benefit, and about half feel that mobile will play a role in influencing customer interactions through its ability to provide more relevant and personalised experiences. This further proves that what’s holding marketers back are immature irrational & inexplicable strategies and a lack of talent to produce the right content.

Digital Case Study : 5 best mobile campaigns of 2012

Awards in the media fraternity is always an area of concern for me due to their authenticity & quality of entries making it to the top which further opens a brand new Pandora box of questions for all enthusiasts.

What’s the credibility of the entries?
Is the shortlisting process transparent enough? Ideally I Would love to have this process democratic in nature. Most of these campaigns are followed by who’s who of the advertising world be it Account Planners, Brand Managers, Marketing Managers, Copywriters, Business owners, start ups, digital enthusiasts etc.

But there are few forums that genuinely brings the quality on top, EMMA for instance is one platform which has brought impressive content as a whole.

The entries tend to be skewed towards the UK and Western Europe. The distinguishing feature of these awards is the focus on campaign effectiveness. That means
the final winning entries have won because they actually delivered ROI metric for their clients, not just because the creative looked fancy from outside.

This year’s final entries opens up your mind as a digital marketeer purely because of the way they have tried to engage with the customer.

And the winners are..

1. Most Effective Mobile Campaigns for Direct Response

Winner : Unilever/Rabarba for Cornetto ‘My Loooove’ 2012 Summer Campaign

Summary : Moving away from their annual tactical campaign “Buy 1 Get 1 Free”, brand asked Consumers who bought promotional ‘Cornetto in Love’ and ‘Cornetto
Disc’ packs could text in a code printed on the packaging to receive 120 minutes of free airtime. When they did so, they received an automated call back
asking them to express their love for the brand by shouting “My Loooove!” for as long as they could, replicating the theme of the brand’s summer TV campaign.
The best efforts won a Cornetto teddy bear.

Results: In addition to increased sales, the campaign generated 1.4m participations in the first two months, including 300,000 IVR responses.

Watch the video.

2. Most Effective Mobile Sites

Winner: Pizza Hut/bemoko for Pizza Hut delivery mobile site

Summary: In order to build greater reach into their campaigns, Pizza Hut opted for a mobile site, rather than an app. The site integrates with Pizza Hut’s back-office systems, and renders to all devices, but with a user experience tailored to each device. The mobile site offers all the functionality of the desktop site. A User Console enables Pizza Hut to add and remove offers and new products.

Results: By the end of the first week after going live, the site accounted for 10 per cent of all online orders, with orders on mobile increasing by 60 per cent over the next two weeks.

Read complete case study here.

3. Most Effective Mobile Campaigns through Mobile Coupons

Winner: McDonald’s/MobileBits for McDonald’s Euro 2012 Campaign

Summary: Sponsorship of the Euro 2012 football tournament, McDonald’s and its agency MobileBits used the SAMY4ME Mobile Mall app to offer McDonald’s vouchers and coupons. To redeem an offer, consumers simply had to click on the coupon within the app and show it to the McDonald’s cashier for redemption at the in-store POS

Samy-McDonalds-EURO2012 Video from MobileBits on Vimeo.

4. Most Effective Mobile Campaigns in Advertising

Winner: Nokia/YOC for Nokia Lumia 800 Mystery Ad.

Summary: Surfing the mobile web, the user is surprised by a sudden appearance of the Windows Phone interface on their iOS or Android device – a surreal experience. Nokia presents a well designed, well crafted rich media mobile ad demonstrating the features of its new Lumia 800. Clicking on the ad, the user is led to a landing page providing a very smooth, native-app-like user experience, allowing the user to look at a slide-show picture gallery presenting the new Nokia Lumia 800 features, get further information on the phone’s functions, browse through available accessories and even kick back and enjoy the embedded video. With the creative concept of delivering an interface of a completely different operating system to an iPhone or Android device, an unreal and surprising experience is guaranteed.

Results: with a CTR of 29.7 percent the impact of the campaign is way above average suggesting that it has a similarly high impact on awareness and image indicators.

5. Most Effective Mobile Campaigns for charity

Winner: Vodafone for the JustTextGiving

Summary: JustTextGiving was set up by Vodafone, the Vodafone Foundation and JustGiving, enabling anyone to donate by text to individual fundraisers – and Britain’s 184,000 charities via a unique textcode.

Results: more than 16,000 charities and over 40,000 individuals had signed up to JustTextGiving, raising more than £4m for their respective causes.