How To Make Mobile Contribute To Brand & Sales Goals

With the recent news from eMarketer that mobile is now taking the majority share of UK time with digital media, the question of how brands can make mobile media contribute to in-store product trial, sampling & acquisition goals becomes ever more pressing.

Brands have been diverting more and more of their advertising spend into the mobile channel, with FMCG marketers being the biggest spenders on mobile display ads – but the basic nature of mobile media formats means that brands are finding it difficult to make them fulfil core goals such as product trial and acquisition.

Brand teams are trying a variety of different approaches – interruptional display ads, contextual ads, game ads, Facebook media – but these have not delivered the engagement levels brands seek, nor had any clear, measurable impact on in-store, offline sales.

The inconvenient truth of mobile advertising is that UK consumers are only clicking on 1% of ads. Furthermore, PWC state that 44% of UK consumers claim to not have clicked on any ads at all in the past month. Add to this the growing issue of mobile ad-blockers – currently 21% of smartphone users are using them to opt-out of ads altogether. So what’s a marketer to do?

Mobile Engagement & Acquisition
Brands that want to win in the mobile-first world need to be equipped to put mobile at the heart of campaign planning. This means being able to run entire campaigns through mobile; campaigns that push the consumer through the sales funnel from engagement to in-store purchase.

This is more easily achieved than many might believe. Although mobile users are often reluctant to engage with brands; many respond positively to targeted campaigns that offer genuine relevance & value:

• 59% of consumers say ‘relevant ad content’ is the most important attribute for mobile ads
• 79% of mobile app users are likely to engage with brands that offer value

When it comes to relevance, the key is for brands to ‘show up’ when the consumer is actively looking for inspiration and ideas on their mobile – e.g. for new products to try or use. Brands, particularly those with new products, need to ‘show up’ when the consumer is in this exploratory mode and trigger their curiosity with relevant and engaging content.

To then deliver on this engagement, the customer journey needs to continue seamlessly into the store to make a purchase. A strong call-to-action to purchase the product should be included in any content. Ideally the brand should be able to furnish information on the nearest store – and even aisle – that has the product in stock. Again, this is easily achieved.

We at Quotient Europe have put together a Mobile Marketing Playbook which explains to FMCG marketers how consumers want to engage with brand content on their hand-held devices – and how this is key to ensuring that mobile delivers the high levels of engagement and customer acquisition that they are looking for.

The Playbook also addresses the paradox at the heart of the shift to digital. More and more campaigns require a desktop and mobile element in order to reach and appeal to target audiences; yet the vast majority of consumer spend on FMCG occurs offline, in ‘bricks & mortar’ stores.

Download a FREE copy of the FMCG Mobile Marketing Playbook here.

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About the author

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Stuart Sankey

European Sales Director

Passionate about promotions. I have over 15 years’ experience of thinking up, selling in, creating and delivering promotional campaigns and strategies right across the world in multiple industries. Although my focus now is on the FMCG...Read more

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