Having taking part in so many discussions both with potential clients and agencies who decided Mobile Marketing should definitely be part of their Marketing Communications plan, I realize I found some of the answers to the “Why” and “How” of Mobile Marketing.
I’ve seen some lousy “gaming” ads, some intrusive ones, some funny ones (they at least made me smile) but when I have seen some effective ones they all had 3 common denominators: Location, Call for Action and Reward.
Location, location, yes, it’s all about Location otherwise what would be the point in getting information while being Mobile. If Mobile Advertising is only about static ads which I can find in the same format on TV, on my tablet and on my laptop, what’s the point?
No wonder some of the most efficient ads are “Search” ads, for hotels, restaurants or shops. It’s all about Location. As I am on my Mobile device, I want to find out what’s around me if I feel hungry or feel like going to the cinema or buy a pair of jeans.
Why I use Foursquare for example? It’s because not only my friends know where I’m but I can also search what’s around me and find out, for example, that I can go and watch the latest movie since I’m only 0.2Km from the nearest cinema.
What people, myself included, like most about being “hit” by an ad on their Mobile is to have at least a Call for Action they can choose to react to or ignore.
I don’t like intrusive ads, I like intriguing ads, the one that will trigger my reaction, will trigger an action I find either useful for me or the community or my family and friends or just an action that will make me feel happy (I’ll get a voucher to see my favorite movie soon) or useful (this orphanage will get a $1 per view) or feeling part of the local community (I’ll meet my friends at Starbucks later this afternoon).
As I receive the Call for Action, I should also feel this Call for Action is directed to me, not to everyone. I’m constantly “bombarded” by Mobile (very static and ugly) ads on games and I have to admit, I hate games.
I just don’t like wasting my time and was never fond of gaming even when I was young. I just don’t like gaming so I would love to have the possibility to “opt out” of these ads.
I love photography and wouldn’t mind being “bombarded” by pictures and Tips and Tricks to take better shots because that’s what I am interested in.
I believe Mobile Marketing should both cover “Call for Action” and at a later stage, “Opt in” or “Opt out” just like emailing instead of this “Spray and Pray” concept of Mobile Marketing no matter how cost-efficient it is.
Last but not least, I believe in Reward. Not only the 10% voucher or $2 discount but in the human reward.
May I come back to the Cannes Grand Prix Mobile Lion award? The agency Grow Interactive re-imagined Coca-Cola’s classic ‘Hilltop’ commercial (“Buy the World a Coke”) for a modern audience, in the digital age. The rich media ad ran on Google’s AdMob network, within apps for iOS and Android devices.
Fulfilling the promise of the original ad, it allowed users to connect with strangers by sending a Coke around the globe to an unsuspecting recipient. A viewer could react to the ad, deciding where to send a Coke by selecting one of many custom-designed vending machines located around the world, from New York City, to Cape Town, to Buenos Aires. They could then add a custom text message to personalize their Coke delivery.
Once the Coke was delivered, recipients were not only treated to the generosity of a stranger, thousands of miles away, but they could also say ‘thanks’ by sending a video message of their own back to the user.
This is, to me, what I call Reward at its best because it’s not based on the usual “money” reward but to the reward as a human being, to sharing between human beings.
I believe that no matter how much time we all egoistically spend looking at our smartphone screen, there is always a time we all look up and see people, the people we would like to interact with, complete strangers smiling at us, elderly people we’d like to help crossing the street. We want to be part of the local community, care for others, make them smile,…we all look for the human touch.
Be Mobile, be Agile, Be Human, that’s what Mobile Marketing should embrace over and above Location and Call for Action.