- Rather than irritating consumers, how can marketers develop more useful mobile applications that make customers say, "Docall me, please?or, Iwillcall you!"?
17.2 Mobile Marketing: Engaging Customers Anywhere, Anytime Real Marketing Armed only with a smartphone or to practically any location in less than 24 hours credit card and driver's license information. other mobile device, you can learn, with nothing more than a smartphone, a sim- Then you can use the app to search among do, or buy almost anything these ple search or scan, and the click of a button. and view thousands of cars available in the days, from anywhere, and at any Consumers have come to expect such neighborhood and rent one by the hour or time. Google's Waze app does frictionless mobile buying experiences from day, right when you need it. You locate the more than just help you navigate- marketing giants like Amazon. But with recent car with your phone's GPS, unlock it with the it pinpoints traffic jams, accidents, rapid advances in mobile capabilities, from app, and get in and drive it away. Pay with speed traps, and gas prices in real time, location-based technologies to mobile pay- a credit card on file or using Apple Pay with a single tap. It's that simple. The Getaround faithfully updated by members of the Waze ment systems, more and more companies app even provides trip management tools for community. Is that Redbox kiosk too slow? are becoming the Amazons of their indus- planning getaways on the go. Download the Redbox app-it lets you find tries. Consider mobile app-based car-sharing and reserve a DVD using your mobile device service Getaround. Mobile marketing can do much more than and have it waiting for you at the kiosk. simply ease the buying process. It can also REI's Powder Project app gives you "back- In the United States alone, personal cars sit take ads, coupons, and other promotions to country, sidecountry, and secret stashes" ski die for 6 billion car-hours every day. Peer-to- new levels. Mobile marketers can personal- peer car-sharing service Getaround lets car slope information for locations throughout the owners earn money by sharing those unused ize promotions and weave them into relevant United States and Canada. Beyond just the hours with others in the Getaround communi- everyday customer experiences. For example. basics like snow conditions, number of open ty for a fee. The young company has already Kiip, a mobile reward network, specializes in ifts, and trail maps, the app offers webcam developed a fast-growing base of 300,000 helping brands provide customers with just views, GPS routing, elevation profiles, fo- members, who receive 60 percent of the the right reward at just the right time based on rums, and a host of interactive features plus rental fees-an average of $500 to $1,000 their everyday activities. The agency started links to REI for times when you decide you per month depending on the car. Get- by embedding its technology into video game can't live without a new set of K2 skis or a around takes care of everything-customer apps such as Zombie Farm and Mega Jump. two-man Hubba Hubba tent. contact and support, insurance, roadside as- Gamers who reach a new game level or meet Welcome to the world of mobile marketing. sistance, and payment. To use Getaround, some other goal get a coupon to one of their Today's smartphones and other mobile devices you just download the mobile app and supply favorite retailers, such as American Apparel. are changing how people live, becoming indis- pensable hubs for communication, information, and entertainment. They are also revolution- izing the way people shop and buy, giving mar- keters new opportunities to engage customers .. ATAT 6:39 PM n more effective and satisfying ways. Marketers are responding to the huge TODAY growth in mobile access and use. Mobile ad Finish blog post spending skyrocketed 66 percent last year and is expected to more than double in the SUPER! next four. And the mobile app market has out- CAVITIES SEND US HATE MAIL right exploded. Just seven years ago, Apple's YOU WE'LL SEND YOU A FREE SAMPLE App Store had a then-astounding 10,000 DESERVE Trident apps. But by last year, it boasted 1.5 million apps; Android's Google Play now has the A TREAT! lead with more than 1.6 million apps. Mobile has become today's brave new marketing mokip.me Redeem frontier, especially for brands courting younger consumers. Mobile devices are very personal, ever-present, and always on. That makes REDEEM KAP REWARD them an ideal medium for obtaining quick re- sponses to individualized, time-sensitive offers. Successful mobile marketing goes beyond just giving people a coupon and a link to buy. Instead, it enhances brand engagement and creates a "frictionless" buying experience. For example, with Amazon's mobile app-thanks Mobile marketing: Mobile promotions company Kiip helps client brands to "1-click" purchasing, Prime membership, link mobile offers to relevant customer experiences and positive and other features-customers located any- moments. "We want to capitalize on happiness," says Klip's CEO. AV where, anytime can have products delivered Klip, Inc. AUtiKip now boasts a network of 2,500 apps and car repair shops to parking meter and 0.3 percent for typical app ad engagement. and 60 million users across games, fitness, garage operators-provide rewards tied to Kiip's offers also increase mobile app revisits productivity, music, and cooking categories. It specific driver locations and behaviors. by 30 percent and more than double average showcases more than 500 million reward mo- Unlike typical banner ads, pop-ups, or app length of use. ments every month for clients like Mcdonald's, emails, Klip offers enhance a user's regu- Many consumers are initially skepti Propel, Sour Patch Kids, P&G, and lar activities rather than interrupting them. cal about mobile marketing. But they often MasterCard. For fitness apps like MapMyRun According to Kip's founder and CEO, Kip change their minds if mobile offers deliver and productivity apps like Any.do, Klip ties "is less about real-time marketing and more useful brand and shopping information, en- rewards to real-life achievements. When users about real-time-needs addressing." In fact, tertaining content, or timely coupons and cross things off their to-do lists or achieve a he asserts, Kip isn't really in the mobile ad discounted prices. Most mobile efforts tar- running goal, they get a reward from a relevant business at all-it's in the happiness busi- get only consumers who voluntarily opt in brand. For example, P&G's Secret deodorant ness. "We want to capitalize on happiness," or download apps. In the increasingly clut- recently rewarded female MapMyRun users he says. "Everything's better when you're tered mobile marketing space, customers just with free song downloads for their workout happy." Mobile timeliness, relevance, and won't do that unless they see real value in it. playlists. And snack giant Mondelez rewarded happiness pay off in terms of consumer re- The challenge for marketers: develop valued Any.do users with free packs of Trident when sponse. Users redeem Kip's mobile promo- mobile offers, ads, and apps that make cus- they set new personal records. tions at a 22-percent clip compared with the tomers come calling. Kiip helps marketers reach targeted users at positive moments with rewards relevant to their real-time doings and accomplishments. Readers who finish a certain number of pages Sources: Denise Restaura, "With the Getaround App. Your Idle Car Can Pay for Itself," Forbes, February 25, 2016, in a reading app receive a free magazine sub- www.forbes.com/sites/deniserestaura/25/this-millennial-is-upending-the-transportation-industry-and- scription. People using a couple's app to stay she-needs-your-car/#616602084314; Lindsay Harrison, "Krip: For Making Mobile Ads That People Want." Fast in touch receive credits toward a purchase Company, February 11, 2013, www.fastcompany.com/most-innovative-companies/2013/klip; Christina Chaey, from 1-800-Flowers. Kiip is even working with "How Klip Ties Brand Rewards to Game and Life Achievements to Make Mobile Ads Engaging," Fast Company, connected-car company Mojio, whose 4G July 23, 2012, www.fastcocreate.com/1681287: Nell Undgerleider, "Advertisers Are about to Enter Your Connected telematic device plugs into a car's diagnostic Car," Fast Company, April 11, 2014, www.fastcompany.com/3028744/most-innovative-companies/advertisers- are-about-to-enter-your-connected-car, Katherine Dunkin, "Building a Peer-to-Peer Car Sharing Network at Age port, tracks information about the car's sta- 27," Entrepreneur, August 20, 2014, www.entrepreneur.com/article/236473; "Digital Ad Spending to Surpass tus, and keeps the owner connected to favor- TV Next Year," eMarketer, March 8, 2016, www.emarketer.com/Article/Digital-Ad-Spending-Surpass-TV.Nexkit ite people, places, and things. Through Mojio, Year/1013671; and www.powderproject.com/ www.klip.com/me, www.getaround.com/mobile, awww.getaround.. Kiip helps clients-from insurance companies com/tour, and www.getaround.com/tour/benefits, accessed October 2016
