This post was originally published on The Next Web.
When it comes to mastering the mobile arena, brands always start by asking the following question: will a responsive website do the job or should I create an app? The answer is quite simple; if an app doesn’t provide users with added value or an enhanced experience that would otherwise not be available (e.g. through a feedback website), the app has no real purpose and is very may not provide real value to the brand.
For example, as of 2014, there are no CPG brands in Apple’s top 200 apps. Having an app seems like a “cool” thing, which is why many brands rush to create an app that lacks real value. The following steps will teach you how to create an interesting, impactful mobile campaign without going to the App Store.
Step 1: Define your goal
When you don’t have an app and are about to launch a mobile media campaign, the first thing you need to keep in mind is that unlike other campaigns, which aim to convert impressions into users, you need to define KPIs. (main performance) on its own. indicator).
In most cases, it will probably convert impressions into customers, but will it get them shopping through your online store, asking them to print a coupon, or show up on your front door? your item? That is for you to determine.
Step 2: Target your audience
Once you’ve defined your goal, it’s time to take advantage of everything mobile has to offer to meet that goal, with the first being – extremely specific targeting. Advertisers can divide their target audience into categories, segments, and even super-segments. They then ensure that different parts of their target audience are exposed to different messages and images according to their characteristics, interests, and demographics.
Step 3: Track your performance
The second benefit that advertisers enjoy on mobile devices is the ability to track and measure the success of their campaigns. Unlike large billboards and TV commercials where advertisers can’t get a detailed assessment of audience response, mobile campaigns can deliver exactly that.
According to these metrics (engagement, retention, conversions, etc.), advertisers can tailor their messaging and better tailor each part of the target audience to respond well. their campaign goals.
Step 4: Gamify your campaign
Thanks to digital advancements, mobile campaigns can also incorporate great interactive features and gamification elements. These can engage users and engage them more than any other magazine editorial or radio advertisement ever could. The main benefit of interactive ads is that they encourage the audience to take action, rather than just seeing the message and forgetting it immediately.
A great example of how a company takes mobile campaigns to the next level and manages to engage consumers right in front of its store is a convenience store in Israel. The brand, which has partnered with a chain of cafes to bring consumers a line of refreshing summer smoothies, came up with the idea of an ad that encourages users to make their own smoothies.
The ad showcases a blender and presents different fruits for the user to choose from. The user can then drag the fruit of their choice into the blender and shake their mobile phone to mix the fruit together. To get a free smoothie, a user had to give a coupon to another friend, which doubled the campaign’s spread. Once their virtual smoothie is ready, users can easily navigate to the store.
The campaign received 16 million views and generated 27,000 live coupons, which were used in stores, generating 390,000 revenue and 15x ROI. That’s it – no app, but still a hugely successful campaign that engages users and meets company KPIs.
Step 5: Use existing platforms
Another recent campaign is for the Swedish film, Ex Machina. The movie producers created a fake Tinder account for the top star, an attractive 25-year-old actress, who started chatting with other Tinder users at the conference. This publicity stunt is a perfect example of a brand using existing mobile platforms to make an impact without launching its own app.
Another brand that has used an existing trendy app is Pillsbury. The company has partnered with Fruit Ninja to promote a new Toaster Strudel recipe with more fruit. The campaign includes sponsored in-app challenges and rewards. This turned out to be a success for the Pillsbury brand – Fruit Ninja’s interactive features appealed to kids, while the fruit element reassured parents that the product was healthy for their kids. .
These are just a few examples of how brands have found innovative ways to take the mobile arena by storm and significantly influence their target audience. The bottom line is that developing a mobile app sounds great, but it’s definitely not a must.