When I recently ran a webinar series for Ketchum on Tapping the Power of Mobile, our second session focused on running successful mobile campaigns. Perhaps the most important thing that companies and agencies delving into mobile marketing need to understand is that there must be real value for customers and consumers in order for the campaign to have any success. There is an enormously deep and broad pool of mobile apps and services available, and brands will only get a look-in if they are genuinely creating value. Only at that point is there any chance of marketing value being created.
Below is a summary of the 8 sources of customer value in mobile. Any campaign that has any chance of success must be creating strong customer value in at least one of these spaces, and possibly several.
Better decisions: Being able to make better decisions in purchasing or using products or services.
Example: Weber app.
Savings: Things cost less.
Example: Adidas coupons app.
Social connection: Helping to connect with existing friends or new communities.
Example:My Baby Registry by Pampers app.
Coolness: New, innovative, exciting, good to show other people.
Example: Volkswagen augmented reality app.
Entertainment: Fun to spend time with.
Example: Barclays Waterslide app.
Utility: Useful in doing things associated with the offering.
Example: Stanley Works level app.
Convenience: Tasks are easier to get done.
Example: Bank of America app.