Mobile campaigns are integral for a successful marketing strategy because this is reaching customers through channels they are already. The campaigns listed in 7 Examples of Effective Mobile Marketing Campaigns highlight strong strategies for engaging customers through unique mobile marketing approaches. IKEA catalogue app, Nissan interactive video ad, Audi-start-stop app, Nivea sun protection track your kids app, and Hiscox’s location based WiFi campaigns demonstrate the importance of innovative mobile marketing through customer engagement (Allen, 2016).
IKEA Catalogue App
Chernev (2009) describes three dimensions for creating company value, which are monetary, functional, and psychological. IKEA catalogue app appeals to customers who are already familiar with the value of IKEA products, and provides functional and psychological values by allowing customers place IKEA furniture into their spaces. The innovation behind the app is the ability to superimpose products with devices customers already own. Allen (2016) states that the app was useful and fun to customers, which prevented the marketing feel and created content. Strategies from the IKEA catalogue app that can be useful for promoting a state travel bureau campaign is using an app so people can superimpose their image into national parks, tourist destinations, and other points of interest. Future travelers can arrive at those locations and take photos of themselves to compare and contrast the pictures.
Nissan Interactive Video Ad
Using a touch screen while driving can be dangerous especially if the weather and road conditions are unfavorable. The Nissan Interactive Video Ad addresses the safety of using both a vehicle and a touch screen simultaneously while highlighting the importance of safety. Although this campaign has a more traditional marketing feel, the innovation behind the ad is engaging the consumer directly through mobile marketing. Martin (2013) indicates that situational relevance is the services offered to the mobile consumer on location. The Nissan Interactive Video Ad promotes location-based marketing while connecting the concept of safety to the emotional element of family. A state travel bureau can promote safe driving for travelers using this type of app employed by Nissan. Travelers can access information in the app about an area to learn how to navigate in unfamiliar weather, terrain, and conditions.
In Germany and many parts of Europe, idling a vehicle at a traffic light violates the law. The German carmaker Audi and the Start-Stop app coincide with laws in Germany and Europe. From the German Traffic Laws
If the engine is warm and the driver expects to let the vehicle idle for more than 30 seconds, it is more efficient to turn the engine off and restart it when ready to drive away than to keep the engine running (AE Pamphlet 190-34 USAFE Pamphlet 31-206, 2010).
Although the app has practical applications in other areas, drivers who do not have an automatic engine shutoff can benefit from using this app as a reminder that fuel is both finite and expensive. The Audi-Start-Stop App is innovative because people may not realize how much time is spent wasting resources like mobile battery life or vehicle fuel. Saving battery power and other resources while traveling is beneficial for a successful trip. An app that reminds users to save battery power on mobile devices can be useful to travelers who might have limited access to charging options while traveling.
Nivea Sun Protection Track Your Kids App
Children and boundaries are a constant dilemma for parents because children want to explore but parents want to protect their children. The Nivea Track Your Kids app strikes the midpoint of allowing children the freedom to explore their environment while providing parents the assurance of whereabouts. The strategic focus that Nivea uses for the Track Your Child app is a preemptive strike in marketing. “Preemptive strategies involve moving first to secure an advantageous position that rivals are prevented from or discouraged from duplicating” (Thompson Jr., Strickland III, and Gamble, 2005, p. 158). Nivea leveraged their brand with parents by creating a useful tool. Parents can easily access the unique innovation behind the campaign because the technology is available at minimal cost. A tracking app with coordinating wristband can be an effective device for travelers in unfamiliar areas. The technology can provide a sense of security while prompting exploration for travelers.
Hiscox’s Location Based Wifi Campaign
WiFi has become a necessary part of using a mobile device. The ability to find WiFi that safe and fast is the strategy behind the Hiscox’s Location Based Wifi Campaign. Spoofing is defined as cyber attack that replicates the identity of device such as a router so that information can be illegally obtained (Spoof, 2006). In the 21st century, small business owners need to be able to conduct business immediately and securely so the ability to use WiFi that is safe and instant makes the Hiscox’s Location Based Wifi Campaign innovative. People traveling in unfamiliar areas can benefit from using WiFi that is secure to learn more about the area. Mobile WiFi can save user data while providing travelers with an exceptional experience.
Innovation for the Future
Mobile is a essential element for travelers and for consumers. Creating lasting impressions through innovative content was achieved by the marketing approaches of IKEA, Nissan, Audi, Nivea, and Hiscox. Each aspect from these campaigns demonstrates innovation in their respective markets, while incorporating the essential mobile elements that have become necessary in mobile marketing. Additionally, these campaigns provide a starting point for a state travel bureau to create exciting content for future travelers. The mobile marketing future is nimble as long as people are consuming content on mobile devices.
AE Pamphlet 190-34 USAFE Pamphlet 31-206. (2010, November 16). Drivers handbook and examination manual for Germany. Retrieved from http://www.eur.army.mil/rmv/Documents_PDF/aep190-34.pdf
Allen, R. (2016, April 29). 7 examples of effective mobile marketing campaigns. Smart Insights. Retrieved from http://www.smartinsights.com/mobile-marketing/mobile- advertising/7-effective-mobile-marketing-campaigns/
Chernev, A. (2009). Strategic marketing management 5th Ed. Chicago, IL: Brightstar Media.
Martin, C. (2013). Mobile Influence: the new power of the consumer. New York, NY: Palgrave Macmillan.
Spoofing. (2006). In High definition: A-Z guide to personal technology. Boston, MA: Houghton Mifflin. Retrieved from http://ezproxy.snhu.edu/login?url=http://search.credoreference.com/content/entry/hmhigh def/spoofing/0?institutionId=943
Thompson Jr., A. A., Strickland III, A. J., Gamble, J. E. (2005). Crafting and executing strategy, the quest for competitive advantage concepts and cases. 14th ed. New York, NY: McGraw-Hill.