Who Exactly Has Mobile Advertising Helped?

thum_05 In a previous article we explored the pros of mobile marketing, but who has it helped? After all it is easy to make the claim that something works but where can mobile marketing been shown to have an positive effect on a firms revenue? Fortunately this isn’t a matter of speculation as there are several case studies already present.

One example would be the wildly successful, and relatively new, Mexican-themed restaurant Chipotle. Launched over a year ago Chipotle used a combination of techniques including touching, yet whimsical CGI youtube video which played on a much larger advertising theme. Having quickly gone viral when it was launched the video garnered six and half million views within a matter of weeks the video as of now has over thirteen million views. This video was coupled with the release of a mobile video game which was released on the apple app store which played on themes of wholesome and “organic” food consumption. Since it was released on the app store the game has received stellar reviews, was downloaded two hundred and fifty thousand times four days after its release, and is one of only a few games based on a food franchise to date.

Another example of mobile marketing success can be seen in the example of Starbucks. Placing a great deal of trust in the capacity for the market to respond to this strategy Starbucks in fact focuses practically all of its advertising in the mobile vein. According to its CDO Adam Brotman “[Starbucks has] an overall digital strategy that’s all about building relationships with our customers, and that strategy runs across a number of digital touch points. We’re looking at mobile, Web and social to think more holistically about how we engage with our customers and tell our story.” And evidently it has been working. This has been done with the launch of nifty Android app which allows for a simple scan-to-pay option using 2D barcodes, which has set a trend worldwide for product payment. According to some sources Starbucks has as of last year done over a billion dollars in transactions through their mobile app alone.

Of course the food industry isn’t the only industry to make bank with the new forms of mobile advertising; many other examples abound. For instance the apparel company North Face has received positive feedback in the form of substantial increase in customer in-store visitation as well as sales through the use of a program which alerts a customer via text message where the nearest North Face store is when they pass near one. The Swedish-based furniture provider Ikea has also jumped aboard the mobile-train by providing an free app which ties in with the product featured in their catalogue which allows customers to view a three dimensional image of who a piece of furniture would fit in their living space. All of these examples demonstrate the power mobile marketing has which could make your firm just as big and successful as any of these; so let us at Agency850 help you get there.
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