Festive season in India is big and not to be missed from a consumer targeting perspective. Brands will ramp up their spends with multichannel marketing strategy during this period. There’s simply lot of consumer spending going on during festivals/holiays and mobile is a key touch point to reach and activate consumers at almost every level of behavioral cycle from aiding awareness, engaging them to purchase/fulfillment journey as its with them at every single moment
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, the 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 the mind real estate ahead of its competitors or alternatives?
The answer will range across consumer behaviours to trigger- from SMS alerts, giving a mCoupon on 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 in unique and can be 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 convert.
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 spouse or 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 the 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
“Geotargeted 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 brand 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”
One97 can help you create a strategy for mobile promotion, loyalty or retention on mobile device and manage it for you
About the Author: Srinivas Mothey - With an experience of 10 years in creating successful businesses in the digital media domain, Srini has had front row seats at various Internet media, mobile media and technology companies driving sales and operations. At One97 he spearheads the mobile marketing business providing solutions to brands and advertising agencies for driving marketing and sales programs