Happy Friday, everyone! This week’s focus is all about mobile. We have compiled great list of case studies to demonstrate that mobile is not a separate entity from the rest of your marketing strategy, but should be combined with social, analytics, and cloud technologies to achieve maximum effectiveness. Properly utilizing the mobile channel can expand your customer base and increase brand equity. The companies featured below are all at different stages of mobile maturity but have all improved tremendously. We discuss how Vegas.com created a mobile-friendly website to how Ikea made an interactive catalog experience for its customers. So take a quick break from that sales report and digest some mobile marketing case studies.
LG Ticket Hunter
This campaign aimed to help LG reach a younger female audience for its L-series handset campaign. A Twitter-based mobile game called LG Ticket Hunter was created in order to create buzz, and demonstrate what the LG brand is about.
25 secret locations were set up. Each location hid a pair of exclusive VIP tickets for One Direction at the LG Arena in the United Kingdom. A map showed each location where each ticket would be kept. As people tweeted #lgtickethunter, the map zooms more, until the location is revealed.
LG used social and mobile channels to increase user engagement throughout the campaign. Over 9,000 people visited LG’s site and spent on average 6 minutes on the site. Overall the L-Series phone saw a 28% increase during the 5 day campaign.
Ikea Catalog Application
Ikea has been promoting their catalog the same way since 1951. The use of a mobile app aimed to re-inject inspiration into the world’s oldest direct marketing campaign: the IKEA catalogue, transforming it into an interactive platform.
Users could unlock extra content by scanning the pages, thus enhancing the user experience. This practice has been adopted by many brands in order to create a richer user experience. By utilizing the versatility of mobile the user’s experience does not have to end.
Globally, the Ikea Catalog app was the number one downloaded marketing app for a brand in 2012and the catalogue received three times the attention of the 2011 catalogue. The revamped experience was felt across print and app increased engagement significantly. Users spent an average of eight minutes with the app compared to three minutes with just the catalogue.
Starbucks Mobile Payments
Starbucks has been a trailblazer in the mobile payments arena. They have painted the persona of their customers as early adopters who are tech-savvy. There is a certain novelty to mobile marketing campaigns because it gives customers a new and exciting way to use their phone. When Starbucks introduced a program that made it easier for customers to buy coffee it was met with tremendous success. The brand was ahead of the curve on mobile payments, a segment that is still in its infancy in the U.S. 7 million users utilize the Starbucks payment app because it is an efficient way to pay and engages customers in a unique way.
Having a website optimized for mobile viewing is essential to reach customers on the go. 46% of mobile users say they are unlikely to return to a website they had trouble accessing from their phone1.Visitors to mobile site could access general information, but couldn't perform basic transactions such as booking hotel rooms or show tickets. As a result, VEGAS.com's mobile site was converting less than 3 percent of its visitors and had a 50 percent abandonment rate.
To combat these issues the destination website created mobile versions of the: Homepage, Category pages and Hotel room search tool with special functionality to improve the mobile customer experience. An improved mobile experience resulted in a 22% lower bounce rate and a double digit lift in conversions. Optimizing your website for mobile is essential for any brand to retain and grow their customer base.