What can great digital marketing for mobile achieve?
Digital marketing campaigns that find ways to integrate mobile beyond responsive design can create opportunities for more relevant communication. By embracing a variety of communication methods including mobile, social and email, marketers increase the chances that their messaging will resonate.
Text messaging has a sense of immediacy and trust that is rivaled by few other communication methods. Bridgevine, a reseller for cable and telecommunications companies, leveraged those characteristics to promote new sign ups without being invasive or intrusive.
Bridgevine was seeing a lack of conversions within their B2C customer base. Once a customer expresses interest, they need to schedule an installation appointment, which many were not doing. To combat this issue and drive conversions, the marketing team used Silverpop to create a new, multichannel marketing campaign that combined email with SMS. Customers were reminded to schedule an installation appointment via an automatically triggered SMS and email immediately after they submit an interest form.
“The program, which began at the end of February 2014, has resulted in a 300 percent increase in conversions, with a call-back rate of 33 percent! More than 30 percent of the prospects who provided their email addresses also opted in to the SMS program. SMS is the primary conversion channel, with a call-back rate of 27 percent.” (1)
Understanding your customer base is always important, but by reexamining theirs and thinking more critically about how to reach them in a more relevant way, Teletext Holidays was able to create a campaign that met its goals significantly sooner than expected.
Teletext Holidays is a popular, UK-based source for booking affordable, last-minute holidays. The company launched a campaign to double its customer database and reach a new set of people which successfully met that goal 6 months ahead of schedule. One key element of their campaign strategy was to optimise all their web forms for mobile devices. This was particularly important for their travel-loving customers because it provided a way for them to easily communicate on the go with their phones and tablets. (2) By using forms that were quick and easy to fill out using a mobile device, Teletext Holidays made it simple for their prospective customers to fill out those forms. This is a good example of a small change that had a big impact.
Santander Consumer USA
Reminders tend to be excellent candidates for SMS messaging because customers expect them, find them helpful, and can choose to sign up for them. Santander Consumer USA is an automobile finance company that wanted to reduce the number of calls to their call center. To do this, they implemented some automated processes that included proactively highlighting FAQs, sending emails with relevant information to customers, and offering automatic payment reminders.
Before they even offered SMS reminders, they included an opt-in preference for SMS notifications. According to their Director of Marketing, Will Stacy, “We had thousands of customers sign up for SMS payment reminders as soon as we made it available. It’s obvious that SMS is the next step in optimizing communications with our customers.” In addition, Stacy says “We have had positive results incorporating a multi-channel approach using both SMS and e-mail reminders. Our initial results show that for those customers that receive a SMS reminder, 15 percent will post a payment immediately, ensuring that customers have a higher propensity to pay if they are reminded via SMS in conjunction with e-mail.” (3) By offering an opt-in for SMS notifications before that was even available, Santander knew there was demand for a multi-channel approach before beginning it.
A poor mobile application rating is bad for business, so to combat this BNP Paribas improved their app and developed a campaign to convince existing users to update to the new version and review it.
BNP Paribas is a major bank in the euro zone and the fourth largest bank in the world. They wanted to increase the amount of people who used their mobile banking app, encourage users to update older versions of the app and also incentivise more positive reviews of it. To accomplish this, they implemented a series of push notifications to various segments of their user base. “App updates were promoted by displaying in-app interstitials introducing users to the key new features of the latest app version, with a call to action redirecting to the app store page. It also broadcast in-app pop-up messages asking frequent and loyal users to rate the app in the stores.” Mobile app users were actively using their mobile phones to interact with the company, so it made sense to focus on mobile-specific methods of communication with this user base.
“The app was a huge success, with a faster app update rate by users targeted with interstitials. Following the launch of the app, there was a 60% App Store rating increase from a 2.5 rating to 4 stars” (4)
Each of the companies above successfully integrated mobile-friendly aspects into their digital marketing campaigns. By thinking strategically about how to interact with the increasingly important always-on customer demographic, these marketers were able to build successful and effective mobile marketing campaigns that directly and measurably impacted revenue growth.
If you would like to know more about how to integrate mobile into your digital marketing campaigns contact us today.