Leveraging the Mobile Web to Enhance a Cross-Media Marketing CampaignSeptember 28th, 2011 by Trilibis Blogging Team
There are many paths a mobile user can take to get to a mobile website. Adding the mobile web as the central touchpoint to a cross-media campaign can make your marketing efforts significantly more effective.
Utilizing a mobile landing page alongside different complementary types of media provides an interactive “home” where mobile consumers can fully experience your brand and act upon your call to action. Although difficult to master, it is easy to begin implementing — simply trigger an action from another medium that sends customers to a mobile landing page where they can be encouraged to take an action, such as enter a sweepstakes, join a loyalty club, or receive a coupon to make an immediate purchase.
Here are a few different ways to utilize your mobile website as the hub of your cross-media campaigns:
Email Campaigns: The mobile web enables an important new dimension for traditional email marketing. According to eMarketer, 31% of people check their personal email accounts FOUR or more times per day from their smartphones! From an email opened on a mobile device, consumers can click on links that take them to specific mobile landing pages. One example of an effective mobile email campaign is last year’s Salvation Army campaign to solicit holiday donations. During that campaign, 55% of email recipients clicked on the donation link.
QR (Quick Response) Codes: Everyone is talking about QR codes. You’ve seen them in newspapers, magazines and mail-in flyers, on posters, product tags and in-store displays… The concept is not just hype; QR codes are an increasingly effective conduit connecting your offline marketing message to the mobile world, where consumers can engage with your brand on a deeper level – via a mobile site.
One example of an effective QR code-activated mobile web campaign was Miller Lite’s Beer for the People Sweepstakes designed specifically for the 2011 South by Southwest (and powered by Trilibis). Beer fans who scanned the QR code imprinted on coasters, posters, and other items found in bars and restaurants during the conference gained access to the sweepstakes mobile landing page. Once there, users entered their info to win anything from music downloads to event passes to prepaid cards. This campaign enabled Miller Lite to increase brand awareness among the hip and influential crowd of SXSW.
Mobile Ads: Both mobile display and search ads enable a consumer to reach a mobile site, often via full website redirect, in which the mobile-optimized version of the website is rendered when a URL is clicked from a smartphone. By serving a mobile-optimized site, especially if it is tied to a mobile advertising campaign, minimizes the risk of the user abandoning his exploration process, thereby increasing your conversion metrics. Military.com, for example, increased its pay-per-click landing page conversions by 70% after adding mobile-optimized pages.
SMS: Another entry point for a mobile website is a text message (i.e. SMS). Typically, short codes with a call to action are integrated into a brand’s products, or placed in print or TV advertisements. Consumers initiate the process by sending a specific message to the short code to receive a link to the brand’s mobile site. Macys, for example, is utilizing SMS in its Backstage Pass initiative to direct fashionistas to a mobile page with videos featuring the latest trends.
Video: Video was a key component of the recent integrated media campaign that Trilibis worked on with Publicis Modem, an ad agency working for LG Electronics, whose goal was to showcase the fast browsing and cinematic multimedia capabilities of its new line of 4G handsets. The agency chose Trilibis to develop a series of highly customized, rich-media mobile sites corresponding to each new handset. The sites featured state-of-the-art UI, visually tying in with print and digital elements of the campaigns.
In addition, since this campaign was launched near the time of the Green Lantern movie premiere, consumers who went to the LG Revolution site got access to Green Lantern’s trailers, exclusive content, and opportunities to win premiere tickets.
Print and Direct Mail: Often dubbed as the dinosaur of marketing tactics, print advertising is still alive and well, but companies are beginning to incorporate digital elements. For example, JCPenney has placed mobile bar codes in newspaper and magazine ads, which, when scanned, direct the consumer to its m-commerce site featuring the latest collections.
A different form of print advertising, snail mail often goes straight into the trash can, but it can still serve as an important part of a cross-media campaign for certain businesses by incorporating the mobile web. One example of a brand from which consumers still find it acceptable to receive snail mail is Bergdorf Goodman, a New York-based luxury department store that mails out seasonal catalogs showcasing the latest fashions. The store used QR codes in this year’s spring catalog to send consumers to a blog, where they could view a picture-by-picture product display of the catalog items and purchase those they were interested in.
By including the mobile web in marketing campaigns, companies can capture “share of mind” from consumers who are on-the-go. The ubiquity, interactivity and richness that mobile web enables, transforms consumers from passive observers to willing and engaged participants, which leads not only to higher brand awareness, but also to higher engagement and increased revenue.