According to Statista, in 2021 there were 7.1 billion mobile users in the world with that number projected to grow to 7.49 billion by 2025. That’s a huge opportunity for marketers to engage with consumers on the device they carry with them 24/7. Mobile marketing is now crucial for brands if they want to keep up with consumer behavior.
Mobile marketing, however, is just a catch-all term used to describe the many different channels that marketers can use to access this wide audience. Mobile marketing can include search engine optimization (SEO), QR codes, mobile applications, websites, SMS messaging, and even in-game advertisements. These tech trends are shining light on the different ways marketers can utilize mobile to capture the attention of their audience.
Using QR Codes to Elevate TV Ads
QR codes have been around for quite some time and have long been anticipated to be the “Comeback Kid”. If you remember from way back, brands had tested implementing QR code marketing strategies, but because of poor execution and the tech landscape needing to catch up, they went dormant. Until a few years ago. With more understanding of QR codes than ever before, marketers are able to utilize them in creative ways that are easy and engaging for consumers to use.
One way marketers are able to utilize QR codes is by featuring the scannable boxes in advertisements in what is known as, connected TV. If you watched Coinbase’s advertisement during Super Bowl LVI, you are already familiar with the concept. The idea is to supplement a traditional commercial with a QR code to attract the attention of second screeners during commercial breaks. This strategy is growing in popularity as it is an effective way to capture the 79 percent of people who claim they use their phones during commercial breaks.
Burger King used the same marketing strategy when the brand deployed its connected TV ad campaign. The commercial featured a picture of the fast-food chain’s flagship sandwich with a floating QR code in front of it. The first 10,000 customers who scanned the code were then redirected to the BK app where they earned a free Whopper with any purchase.
Another trait that makes connected TV ads so alluring for advertisers is that the QR code provides flexibility for your ad campaigns that traditional media doesn’t allow for. By using a customizable QR code, you can direct scanners to different landing pages that make the experience tailor-made for your target audience. Not only can you create custom experiences, you can also use different codes to generate metrics that tell you which codes are performing better and help you improve your marketing efforts.
Tools to Help Fans Get the Message
Another mobile technology being put to good use is SMS communication. Triller, a popular social video platform, is launching its new algorithm, Cliqz, which is designed to connect content creators directly to their fans through text message. The idea is that content creators will be able to partner with brands and then target their fans directly by sending them an SMS message with specific product offerings. Triller hopes this will draw content creators to their platform, giving them a unique way to monetize their brands.
How Smartphones Can Augment Reality and Your Marketing Efforts
The last technology making massive waves in the world of mobile marketing technology is augmented reality (AR). In case you need a refresher, AR technology accesses your smartphone’s camera to apply digitally created objects directly to the real world.
One example in which AR is being utilized for marketing is allowing customers to “try on” items from the comfort of their smartphones. Sally Hansen, a cosmetics brand, is using this technology to debut AgileHand, a product that allows users to test out a variety of different nail polish colors and switch between them one swipe at a time. “Trying on” using smartphones isn’t the first the cosmetics industry has seen this strategy but as the science behind these technologies improve, so do the results of these campaigns.
AR technology doesn’t stop at fingernails, Snapchat has been investing in its AR for years to make shopping from your home even easier. Ulta and MAC cosmetics have partnered with Snapchat’s “shopping lens” allowing consumers to use cosmetic lenses to try on products much like the efforts of Sally Hansen. Using this technology, Ulta generated $6 million in revenue with more than 30 million try-ons.
AR technology seems to be a powerful tool for the cosmetics industry but it doesn’t stop there. Pinterest is applying the try-on technology to your home as well. Using Pinterest’s new AR lens allows shoppers to experiment with furniture in any area of the home. The company said that products that use this technology are five times more likely to be bought than products without this capability.
Brands are just scratching the surface of how they can connect with the growing population of people using their phones. Moving into the future, marketers will need to use the technology available to reach consumers more effectively than ever before.