The consumer purchase journey continues to fragment and evolve at a breakneck pace – with shoppers browsing multiple channels and engaging more and more content types than ever before.
They also continue to demand greater personal relevance, precision and convenience in their shopping experiences.
And while mobile advertising in particular has proven to help brands meet these expectations, not all brands are taking advantage of it to reach and persuade consumers to buy their products. According to the Direct Marketing Association and Demand Metric, only 16 percent of CPGs even use mobile advertising.
With a growing “mobile only” internet user base and an estimated 250+ million mobile phone users in the U.S. alone, brands need to not only prioritize mobile, but think about how they can enhance their mobile content to ensure they’re providing more personalized, engaging experiences.
Here are three brands enhancing mobile content in ways others should emulate.
1) Arm & Hammer uses enhanced mobile content to reward in-store holiday shoppers.
The holiday retail season is weeks away – if not already upon us – and the marketplace will again be cluttered with more promotional content than ever, earlier than ever.
To capture shoppers planning for the holidays on their mobile devices, Arm & Hammer is asking consumers to take a photo of a receipt for any Arm & Hammer purchase and then text it to the brand. They will then receive an exclusive Martha Stewart recipe booklet delivered to their smartphone or tablet with holiday cooking ideas for their Arm & Hammer purchase.
Image via MobileMarketer
This is a simple approach that rewards in-store buyers for their time and spend while exposing them to additional ideas for use of the product and what they can buy during their next trip to a brick-and-mortar location.
To take it one step further, brands can replicate this approach and deliver time-sensitive coupons – co-marketed with a retail partner – as an incentive to get them back into a physical store.
2) P&G enhances mobile content to drive equity + action through geo-targeted offers.
According to eMarketer, only 18 percent of CPGs use geotargeting technology to deliver location-based notifications. But according to 451 Research, 23 percent of shoppers have an interest in receiving personalized ads based on their location. (An additional 46 percent have low-high medium interest.)
The key distinction here is personalized ads based on location, not just any generic message.
Partnering with Walgreens, P&G brand Tide shared its trusted brand messaging alongside in-store price and item information. These ads were triggered by geo-fencing technology and helped alert consumers to the offers available nearby – often times just a few hundred yards away.
A market-level message like “Tide is New York tough,” effectively establishes a connection to the hearts of consumers, but it’s the local price information and targeted delivery that seals the deal by making the ads more personally relevant.
CPG brands and retailers alike need to learn from this approach of marrying equity and action when they look to enhance mobile content. Today’s consumers think of brand equity as being able to get a product when they want it, where they want it. Marketing messages have to not only provide consumers with a way to get what they want, but also say it in a personally relevant way.
3) Kraft enhances mobile content by thinking beyond price + item.
Kraft knows there is more to making a sale than just letting mobile shoppers know how much their products cost. In these simple, mobile rich media units, Kraft integrated product information alongside recipes and social share buttons – driving in-store traffic by connecting viewers to a product locator. The viewer never leaves the app experience and is driven to a buying opportunity.
How You Can Implement:
Brands create much more content than price and item information they can leverage to drive consumers in-store. They:
- Take high-res photos for their printed collateral
- Film “how to” videos for ecommerce sites
- Track in-store inventory
- Write blogs on topics related to their products
- Create contests for social media
- Collect ratings and reviews
These are all types of content that should be put to work convincing shoppers to act and, as Kraft shows, mobile is the perfect place to put them into play. But the first step is to start rethinking content as something beyond price and item information.