The well-used phrase, “there’s an app for that” speaks volumes about the current mobile ecosystem. While brands have glommed onto mobile marketing, the result is that consumers are now bombarded with push notifications and emails, making it more challenging for mobile marketers to get their attention.
Smart mobile marketers, however, know that evaluating other marketing channels and finding additional inroads to the consumer is essential to stay relevant in today’s overcrowded marketplace. Here are a few brands that are seeing mobile growth and retention thanks to their omnichannel approaches.
IBM Turns Facebook Messenger into Wimbledon Central
Rather than creating an app for fans of this once-a-year tennis event, IBM decided to leverage an already-existing platform — Facebook Messenger — to give fans the information they craved.
Using a chatbot within Messenger, IBM set up the bot to provide fans with customized information about Wimbledon news, scores, and players. IBM’s artificial intelligence tool also will play automated video highlights using technology that teaches the AI interface to identify player emotions and key moments in the matches.
IBM recognized that Wimbledon fans were already using Facebook Messenger, so instead of starting from scratch in creating a custom app, the brand saved time and boosted engagement by using available resources in mobile marketing.
Absolut Vodka Creates an AI Bouncer to Make Fans Clamor for Access
Is there anything more enticing than an exclusive party you can’t get into? Absolut Vodka leveraged this fact when it launched its Absolut Unique Limited Edition in Argentina.
Using an AI-based chatbot named Sven (who looked like a bouncer at an elite party), Absolut put Sven in charge of deciding who got invited to the launch party. Fans had to message Sven on WhatsApp and give him a reason to invite them.
The begging and pleading were hilarious: men offered Sven a date with their sisters. Others created videos showing the Pope granting them access. The results? More than 600 messages sent over three days, and more than 1,000 videos and images designed by fans to convince Sven to let them in.
Absolut understood the power of user-generated content. By asking people to get creative, the brand created rabid fans that would do anything (digitally, at least) to get an invite to that party.
Minor League Baseball Connects with Spanish Speakers Using AI
Minor League Baseball knows that a significant number of its fan base speak Spanish at home. To reach them through mobile marketing, the brand is developing a bilingual customer service platform via Facebook Messenger. There, fans can interact with teams and get information about venues, tickets, and parking for live games in either Spanish or English.
With a goal of boosting game attendance to 50 million by 2026 from 41.8 million last year, Minor League Baseball knows that bilingual features, as well as mobile marketing, may be the key.
Hellmann’s Helps People With Dinner Using WhatsApp
The question, “what’s for dinner?” is one asked around the globe. And Hellmann’s, maker of the well-known mayonnaise, knew that its product was being underutilized in the kitchen beyond sandwiches and the occasional salad.
So the brand launched its WhatsCook platform: users could connect to real chefs via WhatsApp, who would ask questions about ingredients they had on hand to suggest a recipe using Hellmann’s.
First launched in Brazil, the project was rolled out to Argentina, Chile, Uruguay, and Paraguay. In total, more than 13,000 people signed up for the service, which was 50% of all visitors to Hellmann’s website. Users spent on average 65 minutes interacting with the brand, an unbelievable statistic for today’s short attention span!
Hellmann’s succeeded with its mobile marketing strategy by simply providing value. The brand wasn’t pushing its product; it was simply a way to educate people on how to incorporate it in their cooking.
Why Mobile Marketing Using Facebook Messenger or WhatsApp Works
Beyond the fact that consumers don’t want to download yet another app or get more emails than they already do, chatbots and AI features built into WhatsApp and Messenger provide value to consumers in new and innovative ways.
Imagine the delight of a shopper on your ecommerce site who, when prompted by a popup chat box, finds that a product she bought two years that was discontinued is now back? Turning the customer service experience from one of frustration to one of delight and even amusement is a major boon for the digital marketing world.
Use the tools that are already proven when it comes to mobile marketing. Both messenger applications will only continue to provide more opportunity for engagement with your audience in the future.