rants

You Gotta Hand It to ‘Em

May 28, 2013

I think we can all agree mobile marketing is continuing to expand and grow. Its really “on the move” you might say. To be frank, there is really no reason why it shouldn’t. With global mobile browsing increasing 162.73% over the last two years1 it’s a terrific tool for marketers and consumers alike. When you acknowledge all the ways customers utilize their mobile devices (to scan QR codes, run in-store price comparisons, redeem coupons, email, social media, etc.), you really just gotta hand it to ‘em… literally. What better place for your brand than the palm of their hand? I wouldn’t say its ingenious, but it is good marketing.

Well, we at RMK like a good success story! They are inspiring and typically very creative, so where one is good, three is better! Right now, we’d like to hand it to a few companies that are doing it right. Here are three cases supporting the integration of mobile marketing into your 2014 planning:

The Case of “Habeas Corpus: Increasing Accessibility”

Who Done It: Dorling Kindersley

Facts: Dorling Kindersley In a very specific case, publisher Dorling Kindersley adapted their printed works, The Human Body Book, for use on the iPad. Rather than just developing a digital copy, the book was modified to be highly interactive, allowing the user to swipe at a 3-D model and to see in better detail.

Evidence: 51% of iPad users who have read magazines in print and in digital format, prefer reading on the iPad.2

Verdict: Mobile technology combined with creativity increased the accessibility and use of DK’s product and brand.

The Case of “Less Room in the Showroom: Boosting Traffic”

Who Done It: Ashley Furniture

Facts: While furniture manufacture Ashley Furniture does not allow for online purchases via their company website, they felt mobile marketing still had a place in their marketing strategy. The company utilized social media to tie the brand in with humanitarian-based conversations and create a positive company image.

Evidence: 49% of people use their mobile phones for social networking and 91% of mobile internet access is to socialize.3

Verdict: Ashley Furniture saw a 134% increase in foot traffic into their brick and mortar storefronts.

The Case of “Cookware Meets Firmware: Providing Adaptability”

Who Done It: Williams-Sonoma

Facts: With a focus on staying current, Williams-Sonoma chose to pay more attention to its digital presence. To begin, it launched a company website, but given the introduction of mobile marketing, pursued making the site compatible with mobile devices.

Evidence: 61% of customers who visit a mobile unfriendly site are likely to go to a competitor’s site4; over 50% of adult shoppers use their mobile devices while in-store to research a purchase5.

Verdict: By keeping the website current and adapting where necessary for easy view on a mobile device, Williams-Sonoma guarantees they are still able to reach their audience and vice-versa, regardless of the channel. Also, Williams-Sonoma is not encouraging consumers to seek out competition due to an outdated digital platform.

You can read more about mobile marketing success here.

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