Mobile Marketing: Post Pandemic Applications
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Which companies are the top winners in Mobile Marketing Post Pandemic? Peloton, Dominos, Disney+ and others. Embrace these memorable mobile marketing stories about brands that you need to know to be relevant as an educator. Academics call these case studies, and students get excited about learning real applications which are meaningful in a personal way.
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Mobile Marketing: Post Pandemic Applications
- 1. Mobile Marketing: Post Pandemic Applications Mary Beth McCabe Academic Program Director National University @marybethmccabe #ProfCon20
- 2. Using Mobile Marketing During / After Pandemic Pre-event survey responses from you (52 of you, so thanks) Why students love mobile marketing cases Companies: Best Mobile Marketing Case Studies @marybethmccabe Goals/Outcomes #ProfCon20
- 3. Using Mobile During / After Pandemic @marybethmccabe 1. Brand: Your company logo, your name for credibility 2. Push Notifications: Opened by 75% of users in 1 hour 3. Navigation: Use Personalized (hamburger) Menus 4. Links/Banners: Put them front and center, buttons within your app 5. Prioritization and Acknowledgement: Display and track with mobile analytics #ProfCon20
- 4. Using Mobile During / After Pandemic @marybethmccabe 6. Corona News: Pin these items to the top of page 7. Editors: Create posts with videos picture galleries, and multiple languages in app 8. Simple Experiences: Create and organize updates on a separate easy to find page 9. Featured Content: Target to specific segments that is static 10. Distribution: Deliver your app via all public app stores (Google Play, App Store) #ProfCon20
- 6. I can still remember cases from my MBA program, which was decades ago. These stories stick in my mind. Students can write cases. Yes, you can ask them to write cases themselves. This is not just theory, it’s application of the theory that cements the learning. Mary Beth McCabe @marybethmccabe Why students love cases #ProfCon20
- 7. Burger King vs. McDonalds using Geofencing
- 9. @marybethmccabe Starbucks Rewards Contactless payments Line of cars Closing 400 stores, half in Canada #ProfCon20 This Photo by Unknown Author is licensed under CC BY-NC-ND
- 11. @marybethmccabe EAAS-Exercise as a Service: Peloton, MIRROR #ProfCon20
- 12. @marybethmccabe Domino’s Pizza Serving up contactless delivery Hiring Growing brand #ProfCon20
Notes de l'éditeur
- Which companies are the top winners in Mobile Marketing Post Pandemic? Peloton, Dominos, Disney+ and others. Embrace these memorable mobile marketing stories about brands that you need to know to be relevant as an educator. Academics call these case studies, and students get excited about learning real applications which are meaningful in a personal way. I will make this deck available if you email me: mmccabe@nu.edu
- We asked you three questions: 52 of you responded. I made a wordcloud of your responses. What strategies work well with mobile? Favorite campaigns How is mobile driving value? Audience participation is welcome via chat. Go ahead and type in the chat your responses. Be sure you indicate #1, #2 and #3 when you respond. Perhaps your quote will be used in our next edition of Mobile Marketing Essentials.
- Tell about Ernie Ecko, my MBA program at DePaul and how that sticks with me. Students wrote cases for assignments. They found that writing them helped them learn the content even better. Some of them were included in our Stukent textbook, with attribution. For example, the Southwest Air case. Cement the theory using great cases like some you will see today.
- https://www.mobilemarketer.com/news/burger-king-gamifies-quarantine-with-lockdown-whopper-in-brazil/579517/ Starting June 4, get free food for staying home. Lock down, opt in, remove the privacy concerns in Brazil this way. Home of the Whopper became the Stay Home of the Whopper. They are archrivals. So how did Burger King Swerve (pun intended, as McDonalds “serves” billions) the message and take the competitor’s customers away? To get the 1 cent Whopper deal, users had to download the Burger King app. Then when a user was within 600 feet of any of the 14,000 McDonald’s restaurants in the US, the app used geofencing technology to “unlock” the Whopper-for-a-penny deal. The Burger King app was downloaded half a million times. This Swerve became the biggest mobile marketing campaign success that the authors know so far. Watch this video to see exactly what happened in the campaign and why it was successful. https://www.youtube.com/watch?v=CDhC6LsAJgM Burger King won the best global campaign of the year at the Global Cannes Lion Festival in France, which is like winning the Emmy for best TV show. You can be a winner with your answers also. Questions: What was the genius idea of the mobile campaign for Burger King? Explain how geofencing works in your mobile marketing terms, as if you were the agency pitching the idea to the client, Burger King. What other examples of swerving customers can you think of that may be effective in other categories besides fast food? Explain how your idea would be measured.
- Thai airways #stayhome Miles Exchange on adforum, Wunderman Thompson #3 this week. https://www.thedrum.com/news/2020/04/27/thai-airways-rewards-members-airmiles-staying-home# Handing out 3 million free miles to mileage members, that they can use after the crisis is over.
- Starbucks Rewards, Rewards again One of the biggest users of mobile in retail is Starbucks Rewards. Mobile accounted for 40% of transactions in US company operated stores (MarketWatch, March 2019). The brand grew another 15% in 2019, pushing the growth of Starbucks for Life, a contest whereby the grand prize is a daily free food or beverage item (except alcohol) for 30 years. (https://www.starbucksforlife.com/#/) The app has 17 million US members, making it one of the most popular loyalty programs in the restaurant industry. In China, Starbucks was up 45% over the past year. Starbucks has two listings in the Apple Play Store, the first one is an ad and the second one is the app. The company can maximize the real estate that way. Sending notifications is how they keep in touch with customers who opt in. Payments via Mobile for Starbucks Rewards Payments go through Apple Pay. You earn stars every time you pay, and these can earn free coffee later. Buy Starbucks with your Apple Watch. Pay for coffee, check your balance, add money to your account without reaching for your iPhone. When you buy a gift card or use your mobile app to pay for your drinks, you are bypassing a bank, and Starbucks pockets your cash until you use it. No transaction fees are involved. So, the Starbucks company makes money if you buy a gift card; they know that a percentage will never be used. Starbucks Rewards are one-on-one interaction opportunities for customers, who can earn two stars for every dollar spent. The company is trying to improve the rewards, so you earn them faster. Their goal is to try to maximize “occasional” users. They want to move customers from digitally registered into full rewards members and see the spend increase substantially. They do this through personalized marketing. Starbucks informs offers by knowing the insights about their mobile behaviors. One of the things that may be missing for customers is the human interaction, with all the convenience of skipping the line and paying from your phone. Questions: 1.What are the specific ways in which Starbucks Rewards is maximizing their mobile strategy that you have learned about from this textbook so far? 2. Name two other companies that are being successful with mobile for retail and explain why you believe they are successful? 3. Can you name some of the ethical concerns that Starbucks Rewards should be watching out for in reference to customer mobile payments?
- Disney + is the number one app downloaded in Q4 2019. Streaming has taken the digital community by storm due to the consumer choosing to go for “on-demand” content. “Mandalorian” was a big hit for Disney in their first original series for this streaming app. Disney + been beating up on Netflix, Hulu and NBC, which just launched its own streaming service, Peacock. This is a category that may seem to be cluttered to some consumers. Creating a cross-platform strategy with theme parks, cruises, movies plus sports would be a good way to increase engagement for Disney. Here’s a chart with comparisons of the content and the pricing per month as of April 2020.[1] https://www.cnet.com/news/best-live-tv-streaming-service-for-cord-cutters-for-2020/ https://thestreamable.com/video-streaming Questions: Disney+ has been successful in its initial year. What are some ways that they can leverage their brand, and become the entertainment leader for the mobile device? Make a list of the features that are most important to you for mobile entertainment. Which service/s are you currently paying for or considering and why? Explain why customers will pay for cable TV and streaming both. What consumer behaviors are associated with cord-cutting? How is mobile advancing this change? [1] https://www.cnet.com/news/best-live-tv-streaming-service-for-cord-cutters-for-2020/
- Exercise as a Service (EAAS) Peloton vs. MIRROR In this case, we look at two exercise firms, where their app is integrated into the exercise equipment. You’re directly connected to your workouts, whether on a stationary bike via a built-in tablet or viewing yourself in a mirror in a nearly invisible home gym. The COVID-19 pandemic is changing how fitness centers and health clubs in the US are perceived. Here are some statistics you may find of interest. Figure 1 is the total number of memberships at fitness centers/health clubs in the US as of 2017. Figure 2 shows the cardiovascular fitness equipment market value in 2017-2024 (projected) by type of equipment: treadmills, elliptical machines, etc. Peloton became a popular product/service exercise destination during the COVID-19 pandemic when health clubs were forced to close in 2020[1]. The product and service combination - Exercise as a Service (EAAS) - has become a leader in the home athletic industry. Customers pay for the stationary exercise bike, about $2500 (free shipping), then pay monthly (currently $39) to join rides with favorite instructors, music, and locations, from the privacy of their home. Terms include 30 days free trial on the app. This can also be purchased on credit, with zero down and a monthly fee of $58 to $111 (depending on the bike and other factors). The higher-end bike from Peloton is Tread; the cost is $4295, delivery included. Peloton lets you filter thousands of classes by type, length, time and your favorite music. Another firm in the EAAS space is MIRROR, the nearly invisible home interactive gym. Up to six people can be in a membership. All you need is about two feet of wall space. This can also be used in shared spaces, such as apartment common areas, which is a leasing benefit for some. With the MIRROR, you can exercise with world-class trainers, measure progress, and show off achievements. There are no wait lists or crowded parking lots. Simply, it is a home mirror watching you. Current pricing is $42 per month for 36 months. Questions: Do you think that a home gym mobile experience is better than going to the actual gym for a workout? Create the reasons and support your response. What are some of the ways that these EAAS devices can use mobile marketing to attract and retain their customers in a post-pandemic environment? Using the membership data and projected equipment financial charts provided, and the experience that home vs. gym provides, project an outcome post-pandemic. Can you think of another EAAS product that would serve the needs for exercise, and be available in the comfort and privacy of your home? Describe your idea here.
- Domino’s Pizza, always on top of the mobile game….. Dom is the chatbot New order, reorder, track order Contactless payment
- Amazon as a Destination Amazon was the #5 downloaded app in 2019, and is both a portal and a destination. This shopping and entertainment platform that has become the third largest ad platform behind Google and Facebook. Some of the brands of Amazon include: Whole Foods, Alexa Lists, Prime, Video, Music are the top categories on mobile device. During the COVID-19 pandemic, they told customers that they may need to wait a month to get their Prime Deliveries, which advertise one day delivery. They have been experimenting with drone deliveries for several years. Amazon does not currently sell their own phone. You may remember the 2014 Amazon Fire phone, which was pulled off the shelf after losing $170 million. Others say that if they had a phone, Alexa would be more powerful as a shopping tool. This article will help you better understand the circumstances. https://www.businessinsider.com/amazon-may-experiment-with-new-smartphone-after-fire-phone-disaster-2019-5 Questions: Why has Amazon become the third largest mobile ad platform behind Google and Facebook? What are some of the challenges that Amazon faces considering the COVID-19 pandemic and afterwards regarding maintaining trust in the many brands and services that they offer worldwide? Explain why some people still don’t want to buy things on their phones. What are some of the reasons that they hesitate to purchase on the mobile phone? Do you think that a phone by Amazon is a good idea based on their experience in 2014, and explain how this would expand or hurt their overall company in mobile?
- Co-authors Mobile Marketing Essentials, published by Stukent, Inc. Copyright 2016-2021. Left to right, Michael Hanley, Mary Beth McCabe, Michael Becker, Paul Berney The book includes: Case studies, including some of these, Teaching Notes, PPT’s, 9 chapters, Glossary, End of Chapter Discussion Questions, End of Chapter Essay Questions, Quizzes, Final Exam, and only what you need to know, nothing extra, so you don’t get bogged down with trivia that is not relevant.