Mobile’s Biggest Opportunity

 

 

Recently Roger Hurni published an article on mobilemarkter.com discussing mobile’s biggest opportunity and what he had to say is interesting. He is managing partner and chief creative officer of Off Madison Ave.

 

“For most brands, the use of mobile as an effective messaging vehicle is still an enigma, and beacon technology is not even close to being taken seriously by brands or shoppers.”

 

“Despite Google’s prediction that 85 percent of the top 100 retailers will have beacon technology in place by the end of 2016, true mainstream adoption on either side is still probably a couple of years away. Why? Well, like most new tactics, brands are simply not applying the right strategies to employ beacons effectively.”

 

To this day, a mobile marketer’s strategy has been concentrating on driving engagement with applications or gaining greater relevance with the placements of mobile advertising.

 

“However, the greater opportunity is right around the corner: geo-relationship engagement. It is a form of proximity marketing in which a brand engages with customers in real-time at store level – sometimes without ever sending them a single mobile message.”
“With geo-relationship engagement, the opportunity for a brand is not getting customers to the store or making a purchase. It is giving them an experience that is personalized to the point of exceeding their expectations and, more importantly, one their competitors cannot match.”
“By overlaying the data you already have on a specific customer with a location-based marketing technology – you can read that as beacons or geo-fencing with a marketing messaging platform – brands can enhance the customer’s experience beyond simply sending them coupons. Too many offers too soon will have a negative effect, turning buyers off with advertising that feels more like stalking than rewarding.”
Huni gives an example of a casino, the technology can alert hosts when a player is nearby, allowing the player to be greeted personally.  “That customer engagement becomes a much richer experience, which could lead to additional purchases or even referrals.”
“YOU DO not want your proximity marketing program to run amok. It is critical to set up the right content and logic so that the beacon messages are not excessive or random.”
This is something you can implement today!
For more information on how to implement these strategies into your dealership’s mobile ad campaigns, contact Elena Ciccotelli at elena@automotivemobilesolutions.com for a free consultation.

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