Every day we see new numbers on how mobile and specifically mobile marketing is a growing trend around the world. The trouble is, it’s growing so fast that many brands are using mobile as a smaller version of a PC. Banner ads, text ads, search results and video — that’s old school. In 2013, we need to start looking at how people intuitively use mobile and how we can bend the technology to create new opportunities.
To help with that, Think with Google has put together The Mobile Playbook, an interactive guide to better mobile marketing. It’s been around for a little while, but they recently updated it with a new section on Evaluating Mobile ROI.
As I flipped through the presentation, I was astounded and inspired by the case studies they used to illustrate each point. Here are a couple of my favorites.
Several brands have developed mobile apps that help make our days a little easier. For example, Intuit invented SnapTax. Use your mobile phone to scan your W-2, answer a few questions and bam – you’ve just filed your taxes.
Zipcar’s app not only helps you reserve a rental car, but it helps you find it in the lot by honking the horn. It even unlocks the doors for you so there’s no fumbling to get in. Simple, but so nifty.
Never underestimate the power of the nudge
Some apps are designed to push customers into a basic behavior. Coke has a variety of entertaining apps that do nothing more than promote brand awareness. HP offers several printing apps that encourage users to print everything from anywhere. Benefit to HP, people use more ink because they print more than ever before.
I’m living proof of that one. This year, for the first time ever, we printed our own Christmas cards because of HP’s marketing. First, we bought our usual pack of photo paper and inside was a set of blank cards with envelopes and instructions to visit HP’s creativity suite online. Didn’t want the cards to go to waste, so I gave it a try. Using their templates, I build a card in no time and since there was no save option (grrr), I printed 4 copies of my work right away. HP’s tablet app makes printing and scanning from my iPad insanely easy, so yes, I print more than I used to. Smart marketing, HP.
Using mobile to drive foot traffic
The most innovative case study comes from Korean retail chain EMart. They noticed that walk-in sales always dropped off around lunchtime, so they wanted to find a way to drive the lunch crowd into their stores. They did it with a shadow QR code. This is a code that only appears when it’s in direct sunlight, in this case, between noon and 1. When the sun was overhead, the code appeared on a sign as if by magic. Passerbys could then scan the code and get coupons for items purchased during those hours.
The next time you’re relaxing with your tablet in hand, visit The Mobile Playbook and skim through the pages. It’s full of great ideas and inspiration that will help you take your mobile efforts to the next level in 2013.