Mobile Marketing: Brand Building via Mobile Phones

The mobile phone is the fastest growing media channel which reaches where other media cannot. Hence, “Mobile Web Advertising”, becomes the most effective way for influencing brand perception and increase purchase intent.

Nowadays, companies/stores/shopping malls would love to use the technologies, such as LBS, SMS, PUSH, WAP, to deliver contests, products news, coupons, or games relates to advertise and interact directed with their potential/loyalty consumer.


left: advertisments, games, products information on mobile phone
right: companies produce their own brand mobile phone to display consumer loyalty

Case Study Example: (*)

Starbucks Coffee launched a loyalty advertising campaign based on a WAP & QR Code Coupons deployed via SMS, to provide random special offers to their customers. It also aims to increase consumer purchase regularly & let people get to know the brand & the products promotion. Finally, the result shows the redemption rate was 60 percent & growth possibility.


left: shooting QR Code on mobile phone
middle: how the QR Code works
right: QR Code scanning by Starbucks staff

The irrefutable fact the “mobile web advertising” provides the best opportunity & convenience way to build up trusted, timely relationship with large number of customers. Once you connect the relationship, extend through the use of rewards or loyalty programs that keep your consumer with you and your brand.

Sources:
DynamicLogic, Mobile Marketing Association, (*) Mobile Marketer