The tipping point for the mobile web was 2014. Last year I wrote about how businesses needed to prepare for a world in which the number of mobile users was larger than the number of desktop users. That has now happened and it continues to trend towards mobile at a faster rate. Marketers have scrambled to follow the eyeballs to these smaller screens, often with painful results. With less space, less time and less focused consumers, plenty of mobile campaigns have fallen flat.
However, there have been a number of campaigns that have blended so well with mobile devices that they’ve captured consumer attention and driven tangible results for their brands. These five case studies serve as examples of the right way to go about local marketing.
1. Dunkin Donut's SMS Campaign
In 2012, Dunkin Donuts looked to boost sales in its already highly successful Boston-area stores. The solution it hit upon was to offer coupons for $0.99 lattes to targeted consumers via SMS.
One of the interesting things about this promotion is the way the chain went about getting people to opt-in to receiving these texts. In addition to running mobile display ads, they also had local radio DJs promote the coupons and encourage people to text in to DD-123 to receive the coupons. Embracing new media doesn't mean you have to turn your back on the old. Some CRM software offerings even allow you to collect phone numbers for campaigns like these.
Dunkin did plenty of groundwork in setting up the promotion too, training franchisees and workers on how to redeem the mobile coupons so that everything ran smoothly. This hard work paid off when store traffic increased by 21 percent.
2. Vegas.com Mobile Landing Page
Great landing pages are key to any digital marketing campaign. All the effort you do to bring in eyeballs goes to waste if you don't have a well-designed, engaging and informative page to bring them deeper into the sales funnel.
Travel site Vegas.com didn't have any mobile-optimized landing page, instead relying on their regular desktop site for mobile visitors. This resulted in significant bounce rates and low conversion. A/B testing with a bare-bones mobile page decreased bounce rate by 22 percent and increased page views by 16 percent.
With Google now prioritizing mobile friendly sites, it's more important than ever to have a mobile-optimized landing page.
3. KLM Encourages Customers To Go Mobile
Dutch airline KLM wanted to encourage mobile booking among its customers, so it offered free lounge access to anyone who used the mobile booking platform. The campaign stands out for the way KLM utilized the diverse capabilities of mobile devices. It placed the lounge vouchers directly in the Apple passbook/Google wallet and sent push notifications when customers passed near the lounge.
The results? A 17 percent increase in visits to the mobile site and 38 percent more mobile revenue.
4. Pizza Hut Embraces Geofencing
Location-based targeting is one of the many appeals that mobile has for advertisers. Pizza Hut embraced this potential when it rolled out a geofencing campaign at its 340 locations. Whenever customers went within a half-mile of the location, they received an SMS promotion.
By only targeting messages to people who are already right in the area and able to immediately act on the information, geofencing can be a highly efficient marketing tool. Pizza Hut found it to be 2.6 times more effective than online display ads.
5. HotelTonight Launches Its Mobile App
When HotelTonight launched its mobile app to help users book last-minute deals, the company turned to social media to spread the word. Satisfied customers were offered incentives to post about the app on Facebook and Twitter, and the company also used those platforms to respond to concerns and improve customer service.
A total of 60 percent of new users came in from social media or word of mouth, allowing it to achieve an amazing cost per download of just $0.20.
One of the things you can see from all of these case studies is that mobile marketing requires you to embrace all the tools in your arsenal, from traditional media to social media, from landing pages to location-based notifications. If you effectively use these tools, mobile marketing can lead to rapid growth and an incredible ROI.