Mobile marketing is all about engaging consumers using their mobile device. The consumers can be engaged at multiple points during the purchase lifecycle. This article lists out some of the effective marketing campaigns for engaging consumers at a particular phase in the purchase lifecycle.
The article presents our findings on what marketing campaigns are best suited for a particular phase in the consumer purchase lifecycle.
Mobile in Consumer Purchase Lifecycle
Push based alerts, mobile search and banner ads are the effective campaigns for increasing brand or product awareness because of their reach.
QR code based marketing and video based marketing are effective in the consideration phase. QR code based marketing can direct the consumer to a mobile website or blogs with product benefits. Video based marketing can use the video to show the differentiation factors of the product. Both these campaigns can also be used to deliver coupons for those considering the purchase.
Location based marketing is effective in the purchase phase. The marketers can run a location based marketing campaign to drive in-store traffic by delivering news about the promotions, events, discounts or coupons.
In-app based marketing and video based marketing are effective in the support phase. The marketers can send information to support the usage of product or support the consumer through in-app messages or through a video.
Push based alerts and in-app based marketing are effective in the loyalty phase. Consumers should be rewarded for repeat purchases by using a loyalty card on a mobile through SMS or in-app messages.
QR code based marketing is effective in the advocacy phase. The marketers can compel the consumers to share their product experiences with their friends by scanning QR codes specifically meant for sharing. The consumers must be driven to share their experiences on social media and should be incentivized for doing so.
These findings are based on our research and experience with clients from across domains and their mobile marketing success. Please feel free to share your thoughts on the article.