Samsung and Moburst – Galaxy Apps N. America Campaign
With over 70m Samsung devices active in the US, the smartphone maker has incredible reach to mobile consumers. Working with Moburst, Samsung was hoping to leverage this and increase use of its Galaxy App Store among US consumers, boosting downloads, retention and revenue. In addition, a heavy focus was placed on promoting the personalisation features of the Galaxy device, such as the Fonts and Themes stores.

Using a variety of media channels, and analysing insights and user behaviour, Moburst identified different segments for various target audiences, and initiated campaigns relevant for each segment. Gamers were shown the range of apps available in the Galaxy App Store’s gaming section, while Galaxy advocates were pushed towards the Made for Samsung section.

By micro-segmenting and running personalised ads to each segment, the team was able to achieve great results. Downloads grew by 79 per cent during the campaign, revenues increased by 36 per cent, and followers for the Galaxy App Store’s Facebook page grew by a massive 1,400 per cent.

Britvic (Pepsi Max), Weve and OMD – Maximum Taste. No Sugar. Simple
For this campaign, Weve partnered with Pepsi to enhance its Pepsi Max Taste Challenge campaign for its second year. In summer of 2017, Pepsi ran the first Pepsi Max Taste Challenge where it asked shoppers to pick their favorite out of Coke, Pepsi reg and Pepsi Max in a blind taste test. This original activity was heavily led by experiential, POS and secondary selling space and ran in Tesco main estate stores only. In 2018, the Pepsi Max Taste Challenge would also take place in Tesco Express stores – unlocking more locations, but meaning the format changed due to space restrictions. In this format, it was about challenging consumer perceptions and driving trial of Pepsi Max by connecting to the shopper pre-store and then converting with a price promotion and secondary selling space in store. This meant Weve had a significant role to play in raising awareness and connecting with shoppers pre-store, ensuring they converted and assisting in driving traffic in-store. Ultimately, the goal was to deliver a significant sales uplift and positive ROI results.

Weve used contract-verified age and gender data to target 18+ males and females with 100 per cent accuracy. Weve built an audience of those residing within a 5-10 minute drive time from select Tesco Express stores. But, driving people in store at a particular time is no easy feat so Weve’s creative strategy had to be simple and effective to cut through. Weve Messaging was used to deliver messages direct to users’ phones.
The SMS drove through to a personalised store locator where users could find their nearest Tesco Express store. Weve also built a simple MMS to accompany the message and drive high impact awareness without distracting from the store locator.
The campaign drove significant uplift in sales of the featured product – Pepsi Max 1.5L – as well as the wider Pepsi Max range, and in the wider overall cola category, proving the old adage that keeping things simple really does work.

Pixelberry Studios and Bidalgo – App Install Campaign
Pixelberry Studios turned to Bidalgo to increase downloads of its multi-layered role play app, Choices, targeting users who would be likely to immerse themselves in the game and complete in app purchases. Pixelberry aimed to unify all relevant media channels, data partners and creative solutions into one platform and use AI to automate and scale the entire media funnel including ad creative and ROAS (return on ad spend) optimization across Facebook, Instagram, Snapchat, Pinterest, Google UAC and Apple search ads. The goals were to increase monthly Installs, lower CPA (Cost Per Action), and increase conversion to in-app purchases.
Pixelberry Studios used Bidalgo AI platform to quickly identify which creative assets work, why, how to create more, and how they measure up in the industry. The platform automatically attributed the right creatives, optimizing multiple variables to reach the right users across these channels.
Bidalgo worked with Pixelberry to access early adoption of exciting new social channel features including Google and Facebook playable ads.
The campaign delivered over 980,000 monthly installs, with a 33 per cent lower CPA, and a 121 per cent increase in conversion to in-app purchases.

Join us to find out the winners of our 2018 Effective Mobile Marketing Awards at our prestigious Awards Ceremony on 15 November. Tickets are available now, so book your place and celebrate the industrys best and brightest with us.

The post 2018 Awards Preview – Most Effective Performance Marketing Campaign appeared first on Mobile Marketing Magazine.

Cisco – Cisco Live 2018
Cisco Live 2018 saw 27,000 attend the technology firm’s annual conference, and as befits such an innovative company, the attendee experience was substantially enhanced by technology deployed prior to and during the event. Badges included wearable beacons, and real-time data was used to guide attendees to a richer and more fulfilling experience that also improved lead generation for Cisco’s partners.
A mobile app created for attendees was able to generate recommendations based on attendee interests and provide precise locations throughout the conference, with augmented reality then used to guide attendees to their next activity. The conference’s Smart Agenda used AI to track real-time behaviour while the beacon technology enabled attendees to find their friends and book one-to-one sessions with experts easily.
Over the course of the conference, Cisco’s machine learning technology processed over 1.7bn data points, with 90 per cent of app users taking advantage of the mapping functionality to find their way around the event. Amongst full conference attendees, the algorithms offered recommendations that were connected to 67 per cent of the behaviours manifested at the event, and 82 per cent of attendees said they were more likely to purchase Cisco products and solutions as a result of the conference.

McCain Foods, Weve and Capture – Motivating Mums Down the Frozen Aisle with Mobile Data
Launching a new product in the grocery market is no easy feat, with the average shopping faced with 30,000 products in store. When launching its new Sweet Potato Wedges, McCain partnered with Capture and Weve to create a data-driven plan designed to target the crucial audience of mums under 45, combining demographic, behavioural and location data to generate a granular audience.
Beginning with Weve’s verified and consented data, the team drilled down to target mums using age and gender information combined with behavioural data. Next, the team overlaid Morrisons’ store data to compare which stores had higher-performing frozen goods products compared to the average store, and identified target consumers living within one mile of selected stores.
The campaign saw an 18.8 per cent uplift for Sweet Potato Wedges during the campaign period, with a long term 17.1 per cent uplift, almost five percentage points above the frozen category benchmark. In terms of ROI, the campaign impacted not just Sweet Potato Wedges but the entire McCain frozen potato line, and with a clear uplift in the post-campaign period, the results indicate that those targeted a likely to buy again after trialling the product.

McLaren Automotive, Blis and DCT8 – McLaren Automotive Europe Campaign
With the release of the Sport Series 570S spider, McLaren Automotive was looking to challenge sports car audience perceptions of the brand and bring new prospect consumers in for test drives. To do this, the team behind the campaign identified high earners aged 30-65 with an interest in luxury goods and prestige cars as its key audience, and built a strategy to target them.
The team used geofencing around affluent locations like exclusive clubs and hotels, Michelin star restaurants and luxury retailers to identify its key audience, then identified competitor dealerships close to McLaren Automotive retailers. When profiled consumers were close to rival dealerships, the campaign targeted them in real-time with video ads, offering them a chance to learn more about McLaren’s latest models online or at a local retailer.
The campaign delivered over 4.2m impressions and drove over 23,000 consumers to the McLaren landing page to learn more about their latest models. In addition, McLaren was able to identify new conquest customers, with footfall data generated by the campaign providing key insights for future marketing.

MGM and Publicis Sapient – PlayMGM
When it came to launching its real money gambling app in New Jersey, MGM was faced with a category filled with a sea of similar apps that often offered identical products, with marketing heavily based on promotions to snare new customers. To distinguish itself, PlayMGM sought a heavy-brand launch campaign that would give its app a longer shelf life than its competitors while also driving market growth and capturing market share.
The team employed a psychographics-first audience strategy, determining behaviours closely tied to online gambling and building four new target segments that were cross-referenced with behavioural signals. The fully-integrated media strategy focused on bringing the glamour and thrill of Las Vegas to New Jersey, with native mobile elements that featured interactive poker challenges.
The ‘Vegas is Here’ campaign drove over 30,000 registrations, outpacing the firm’s forecasts by 74 per cent without cannibalising the audience of existing sister apps. The PlayMGM app jumped to the number two spot in the category, with brand awareness and brand favourability both up by 10 per cent.

Royal Caribbean International, Weve and Mindshare – A Smooth Sailing Launch
The launch of a new cruise ship doesn’t happen every day, and for the debut voyage of the Independence of the Sea, Royal Caribbean’s latest vessel, the brand wanted to capitalise on this event, raising awareness and driving future purchase intent. To deliver on Royal Caribbean’s goals, the team behind the campaign executed an SMS campaign targeted at three bespoke audiences, based on Weve’s verified data.
Using O2 international roaming data, Weve identified consumers who had been to specified European and Caribbean countries in the six months prior to the campaign to make up the ‘known travellers’ audience. ‘Travel enthusiasts’ were identified using behavioural data to find mobile users who had search for top cruise domains, while ‘proximity travellers’ used demographic and location data to find consumers aged 25-44 close to Southampton and surrounding areas.
The campaign delivered to over 245,000 people, with an average CTR of 2.2 per cent, one per cent above the benchmark. In a brand study conducted two days after the campaign, 50 per cent of consumers weren’t aware of Royal Caribbean’s new cruise ship prior to getting the message, and one in three were now more likely to find out about the cruise packages offered by the travel brand.

Shell Fuels and Factual – Closing the Online to Offline Data Loop
As a market leader in a highly undifferentiated category where consumers are easily swayed by discounts, Shell’s latest campaign had two aims – increasing footfall and loyalty sign-ups at 950 retail stations in Malaysia, while also finding a more successful way to attribute online marketing to offline visits. To do so, Shell launched an ongoing promotional campaign aimed at ‘brand switchers’ – customers who occasionally chose Shell but had little brand loyalty.
Targeting brand switchers meant honing in on behavioural profiles, and Shell worked with five different data providers to create an aggregated programmatic audience. The firm then partners with location data specialists Factual to identify those who actually visited Shell stations, enabling them to close the online to offline loop.
Shell was able to attribute over 7,500 store visits to its digital media alone, a huge achievement as accurate attribution was previously impossible. The campaign increased Shell’s Brand Net Promoter Score from four to 13 over the course of the quarter, saw transactions up 21 per cent, and boosted loyalty card sign-ups by 122 per cent. Finally able to prove the effectiveness of online promotional campaigns in driving offline behaviour, the campaign will no doubt prove a huge impact on future marketing by Shell.

Join us to find out the winners of our 2018 Effective Mobile Marketing Awards at our prestigious Awards Ceremony on 15 November. Tickets are available now, so book your place and celebrate the industrys best and brightest with us.

The post 2018 Awards Preview – Most Effective Use of Data appeared first on Mobile Marketing Magazine.

In the past, many companies used to sell mobile media as a way of making money tactically until they could scale and focus on their core strategic data businesses. So, news that O2-owned Weve is pulling out of delivering mobile ads to focus on using consumer data for its own marketing and brand loyalty purposes won’t come as a surprise to many.

As a company, their services have been increasingly moving away from activation into insights, so it makes sense that they would use their data in this way.

At MediaCom, mobile has a part to play in nearly 100 per cent of our digital campaigns, including- search, social, attribution or even pure display (although I am pleased to see fewer mobile-only campaigns as a branding or activation exercise). But, most importantly, more marketers are beginning to understand just how much real-time consumer data mobile can offer over other media channels.

Post-GDPR, many suppliers who collect customer data and resell it to advertisers have struggled to monetise their services due to new restrictions surrounding personally identifiable information (PII Data). Device ID, which is the string of numbers and letters that identifies every individual smartphone or tablet in the world, is just one of these restrictions.

When it comes to mobile, telcos won’t want to get caught breaching these restrictions and getting fined. It’s not worth losing a percentage of their total turnover for the amount of revenue mobile display advertising has afforded them. This would probably be more of a deciding factor to pull out of mobile ads than adblocking as this affects every mobile campaign and hasn’t stopped the exponential growth in this channel.

Speaking of adblocking, we had this conversation two years ago; if you look at the decline in the install base of ad blockers during this time period it says a lot about the industry’s understanding of what the consumer doesn’t want. Often, consumers don’t install adblockers because they simply hate ads, they do so because of other contributing factors such as page load speeds and badly targeted advertising. 

I was born into the mobile ecosystem 15 years ago working with green screen handsets and push SMS, but to consumers, today, ‘push’ can seem rather intrusive, despite its high viewability scores. But, once we fix the hygiene factors of getting the right ad to the right person in the right format we can address most of these concerns.

So, will we see more companies following Weve’s lead? In my opinion, in the future, suppliers who focus on their core strengths and invest in their own mobile platforms will win out. My advice? Be niche, not ‘We do everything for everyone’, and be clear in your proposition. Ultimately, the biggest opportunities are with digital location specialists who can offer greater sophistication and scale (e.g. Blis)

Mobile – and lets all repeat the mantra ‘Mobile is a behaviour, not a device’ – is being used more and more to provide quality data, and it provides a clear understanding of consumer behaviour. How we obtain and use this data is will help us demonstrate real innovation and best practice.

The post Is this the end of mobile ads? appeared first on Mobile Marketing Magazine.

The mobile marketing proposition – originally as a joint venture between O2, EE, and Vodafone – was acquired by O2 in 2015. It launched with a mobile marketing and wallet platform, combining a customer database of around 20m customers.  

Now, Weve has stopped taking new bookings for mobile advertising campaigns, as O2 looks to increase its focus on its data and insights tools, services, and capabilities.

“Weve has been an incredibly successful part of the O2 business, while winning widespread industry recognition, including multiple awards in 2017 alone and in the same year ranked third highest media owner and most improved by the IPA (Institute of Practitioners in Advertising),” said Martin Weller, managing director at Weve. “While Weve is, for now, stepping back from delivering mobile advertising, our customers and partners will continue to receive the highest levels of service and delivery for existing campaigns, while we explore and transition to a new business model.”

The post Weve shifts focus away from mobile ads to data and consumer insights appeared first on Mobile Marketing Magazine.

Steph Miller, head of sales, marketing services, Zoopla
“I’m hoping to see innovation and using mobile in a seamless way to maximise the value of the campaign and the user experience. Brand safety and data privacy have always got to be of paramount importance in campaigns, therefore if these were lacking, I don’t think the entry could even be considered. However, if you can show a campaign that was interesting and innovative that used new technologies and managed to provide a great user experience while taking safety and privacy into account, it would be very compelling!

“There are more [ad] units and responsive design has improved, but the spends still don’t seem to be there, and therefore we need to look more into creativity and better ROI. I want to see campaigns either using mobile units creatively, as that isn’t something you often see, or bringing newer technologies into mobile, like AI.”

Cadi Jones, commercial innovation director, Clear Channel
“I’m excited to see campaigns that push the boundaries of what’s possible from a creative execution perspective; campaigns using data both from a targeting and an attribution perspective. And I’m really looking forward to seeing mobile in combination with other channels: mobile and out-of-home, mobile and TV, mobile and audio. Show us you best omnichannel!

“We’ve heard a lot about mobile location data, and there have been some excellent niche examples, but I’m keen to see it in action at scale, really changing marketers businesses. Data privacy is the new table stakes, so yes, I’d definitely like to see that illustrated in entries. And judging other awards, entries often overlook tying results to objectives they set out, so accountability to the brief is key.

“In the last year, mobile has become less intrusive; in the UK, fewer and fewer publishers are allowing interstitials. Not only that, it’s become more targeting and relevant, so audiences are objecting to it less and engaging more. The rise of vertical video has really enabled brands to focus on better quality content. Oh, and Cambridge Analytica killed the ‘personality quiz’!”

Ben Phillips, global head of mobile, Mediacom
“I’m interested in seeing creative measurements; moving away from standard buying and reporting proxies, anything that shows real world attribution and measurements of engagement such as Cost Per Footfall or increased spend, rather than the standard digital nomenclature that doesn’t do mobile justice. We should be seeing mobile as a data source as opposed to yet another display screen. We’ve all been over-exposed to ‘interscrollers’ by now. AMP pages and designs that reduce fil size and loading times, which are the main reasons why consumers install ad blockers. And AR – aside from Snap lenses, who’s making a difference?

“By providing better measurement and ROI analytics, there’s no surprise that mobile continues to advance but we’re still comparing it to models and benchmarks from a decade ago in some cases. Mobile has become marketing focused, as that’s its heritage. It was only when digital adopted it as part of its services that we lost track of its unique potential. As brand marketers and those that work with mobile as a specialist function on a day-to-day basis, it’s easy to see the benefits it affords and the support it lends to traditional and digital strategies.”

Ross Sleight, chief strategy officer, Somo
“I’m looking for solutions and campaigns that have a clearly identified objective with a clear understanding of how this will be met and measured. I’d like these solutions to be full of interesting thinking and customer understanding, driven by a real insight not just a large budget or blanket reach. I’d really like to see clever uses of marketing that are truly mobile only or mobile-first – utilising either the native functions of the smartphone or other device, or alternatively understanding and reacting to the context, the ‘where, when and how’, for the customer. Finally, I want to see something wow; something both clever creatively and from a media perspective – something that makes me think ‘I wish I’d done that’.

“I’m interested to see how the programmatic market has developed over the year and whether claims of machine learning are really adding value to customer relationships through enhance targeting. I’m also keen to see how brands prepared for GDPR and how they may have brought some of the thinking into play before it become law. I’m excited to see whether influencer marketing has had any major effects through social platforms or if it is merely hype, and finally I’m keen to see how the use cases for AR (and to a certain extent, VR) have developed and whether we have moved from gimmick to mainstream adoption.”

Julie Fairclough, senior director, marketing, EMEA, GroundTruth
“I’ve seen (and written) a lot of award entries, and campaigns that really resonate generally have one or more of the following: they make a real difference to business – changed brand perception, demonstrated an impact on behaviour or achieved attributed revenue generation; people find it valuable, providing an outstanding customer experience that people want to engage with – context is everything! I’m also a complete sucker for a simply brilliant concept with clearly defined, value-adding creative!

“Innovation should be at the heart of every good mobile campaign, but only if it adds to the experience of the consumer or is to the benefit of the brand. Real-world performance-based buying models are increasing in popularity, and audio/podcasts seem to have really come into their own over the last year, so very curious to see how brands have been using those.

“Brand safety, data privacy and transparency are all fundamental in protecting brands, agencies and indeed any business. I consider these to be hygiene factors, so I’m not sure campaigns should be called out individually in addressing these areas. More that the companies involved have taken the necessary steps in these areas, have the accreditations (such as DTSG and IAB Gold Standard) and have their campaign results independently verified for entries.”

Entries for the 2018 Effective Mobile Marketing Awards close at midnight UK time on 24 August. The entry fee is £225 (plus VAT where applicable) per entry, per category, and there are 35 categories to choose from, listed below. Entering this year’s Awards couldn’t be easier: just register here, choose the categories you wish to compete in, and upload your entries.

The post Effective Mobile Marketing Awards 2018: What the judges want appeared first on Mobile Marketing Magazine.

The IAB’s Mobile Steering Group – in particular Blis, the7stars, Weve, Celtra, and Ogury – have collaborated here to discuss the common mistakes people make when building mobile campaigns, what key ingredients are needed for creative success and how to use data to inform creativity.  

Common mistakes
Mobile is the most used of all digital devices, making up 75 per cent of time spent online, yet creative assets are often designed without a mobile mindset. Repurposing TV, out-of-home (OOH), or desktop assets is common in the industry. Not only does this approach not utilise the full potential of mobile, it is also disrespectful to the user and the IAB’s Fit For Purpose research is a perfect demonstration of the detrimental impact this has on a campaign’s success. 

As well as repurposed assets, using poor copy and call to actions (CTAs) that fail to guide the user journey can lead to an unsuccessful campaign. 

With mobile often an afterthought, missed opportunities due to time and budget restraints can significantly impact the influence a campaign will have on a user. Choosing the cheaper and easier option, for example using GIFs over HTML5, can result in much lower user engagement. 

Key ingredients needed for creative success
Think mobile first. The smaller screen of a mobile device requires advertisers to think mobile-first rather than simply adapting existing creative. Brands need to be conscious of the user experience but a smaller device does not mean that impact needs to be sacrificed. Think clarity, minimal wording, and clear CTAs. 

Take advantage of the inbuilt, unique, mobile tech. Understanding how the phone’s sensors can create a more seamless, mobile-first experience is crucial to success; utilise unique features such as swiping, shaking and 360 videos. Also, take into account that most engagement is focused within feeds (where it is harder to maintain a user’s attention) – ‘thumb-stopping’ creative is becoming increasingly important in a world of shorter attention spans and skippable formats.   

Make sure your content is contextual. Mobile devices are often joked about as being a technological extension of our own bodies; they go where we go. This makes mobile a truly unique device; it gives advertisers the opportunity to target consumers based on their physical environment, online behaviours and interests, all in real time. For example, for users on the move, a short ‘snackable’ video is appropriate versus longer form video being more appropriate when someone is relaxing at home.

Using data to inform your mobile creative strategy
Data is fundamental. It dictates content, style, execution and provides key insights into the mindset of an audience, allowing for accurate and detailed targeting in real time.  For example, location and weather data can be used to customise creative to match the user’s environment. 

Programmatic strategies across mobile also offer the perfect opportunity for creative testing. Being able to run multiple versions of an ad across a number of publishers means it is possible to really understand what works best for various target audiences. 

Utilisation of post-campaign data is equally as important in informing creative strategy. It can be used for live optimisation and future campaign creative ideation and helps understand how customers engage with different mobile formats.

While utilising data correctly can produce truly bespoke creative, there is a fine line that should not be crossed, between relevant advertising and invading a user’s space. Remember not to simply do something because the technology enables it; it must fit into the brand’s narrative. 

Most importantly, creativity in mobile is as much about the visual output as it is about using rich mobile data in a creative way; successfully executing both will give your campaign a much higher chance of success.

The post Creative success on mobile appeared first on Mobile Marketing Magazine.

There are 35 categories in which to enter this year, including several new categories such as Most Effective Chatbot Solution, Most Effective RCS (Rich Communication Services) Campaign, and Most Effective Anti-fraud Solution. These new additions reflect the ever-evolving mobile marketing landscape and ensure that the most innovative new campaigns can be recognised for driving quality and effectiveness in the digital world.

The deadline for entries is 27 July, but you can benefit from a £25 discount off the full entry price if you get your entries in before the Early Bird deadline of 13 July. The winners will be announced at an Awards Ceremony in London on 15 November.

The cost to enter is £175 per entry, per category. Winning brands last year included Cadbury, Subway and The Telegraph, while firms including Mindshare, OMD and Fetch also walked away with trophies. To put yourself in with a chance of triumphing this year, check out the categories, rules of entry and all other details on the Awards site, then head for the Awards Portal to create your entries.

Good luck, and dont forget to submit your entries soon to get that Early Bird discount!

The post Less than four weeks left of Early Bird discount for our Awards appeared first on Mobile Marketing Magazine.

There are 35 categories in which to enter this year, including several new categories to reflect the ever-evolving mobile marketing landscape. These include Most Effective Chatbot Solution; Most Effective Anti-fraud Solution; and Most Effective RCS (Rich Communication Services) Campaign.

The deadline for entries is 27 July, but you can benefit from a £25 discount off the full entry price if you get your entries in before the Early Bird deadline of 13 July. The winners will be announced at an Awards Ceremony in London on 15 November.

Winners last year included Dominos, The Telegraph, Gordons Gin, Cadbury and Ubisoft, which worked with Maxus (now Wavemaker Global) and Weve on a campaign for the new videogame Watch Dogs 2 called “Unleash your inner hactivist”. The campaign won Most Effective Entertainment Campaign or Solution, and received a Highly Commended award in the Most Innovative Campaign category.

The game, which centres on an adventurous hacker, was the perfect subject matter for a mobile-first campaign, and the team at Ubisoft, Maxus and Weve took this to heart, creating a cutting-edge campaign that simulated a hack on consumers smartphones, delivering a personalised experience.

The campaign combined verified first-party data with a location-based trigger to maximise impact, and resulted in excellent ad recall, increased footfall at stores, and boosted purchase rates, with over half of those reached by the campaign agreeing that the mobile ad brought the game to life in a way that made them want to play.

The cost to enter our 2018 Awards is £175 per entry, per category. To put yourself in with a chance of triumphing this year, check out the categories, rules of entry and all other details on the Awards site, then head for the Awards Portal to create your entries.

The very best of luck!

The post Nine weeks until the Early Bird deadline for the 2018 Effective Mobile Marketing Awards appeared first on Mobile Marketing Magazine.

The campaign was carried out with O2-owned mobile marketing firm Weve, in conjunction with media agency Carat, and has been recognised with a number of awards, including “Most Effective FMCG/Retail Campaign” and “Most Effective Location Campaign” at our own Effective Mobile Marketing Awards last November.

To deliver this innovative campaign, Weve first identified those who were known travellers, aged 18 and over, and in the vicinity of rail stations. The firm made use of O2’s anonymised first party contract data as the base for the campaign, and were therefore able to guarantee with 100 per cent certainty that the message would be delivered to commuters aged over 18 – an integral component for an alcohol product. Then, live location data allowed the campaign to be triggered within a 200m radius of a rail station, and habitual data was overlaid to build an audience of known commuters who frequented specific railway stations for double verification.

But it was the frustration of train delays that was the critical point in the success of the campaign. Weve partnered with cross-channel customer engagement provider Engage Hub to integrate a live National Rail API into Weve’s messaging delivery platform, enabling message delivery to pre-qualified target consumers only when trains were delayed at their station. The message drove recipients to a personalised store locator to find the nearest Gordon’s stockist and pick up a can as quickly and conveniently as possible, alleviating their travel frustrations.

Rick Hirst, CEO of Carat, called the campaign “the most innovative use of data we’ve utilised for a fairly specific comms challenge on the Gordon’s brand digitally ever. The success of the campaign has influenced future comms strategy and executions for Gordon’s in the UK. Mobile, and particularly SMS messaging, has secured its place firmly on the Gordon’s plan in the near future.”

“We were delighted that Carat and Gordon’s trusted Weve to be their media partner for this campaign, knowing that we could deliver an age-appropriate audience of delayed commuters,” said Martin Weller, managing director at Weve. “The success of this campaign rested on our ability to message consumers at the right time, in the right place, and together with our partner Engage Hub, we were able to use train delay data in an innovative and intelligent way to drive consumers in store, without the concern that they would miss their train.”

The results from the campaign speak for themselves: 21 per cent of targeted commuters purchased Gordon’s Gin & Tonic as a result of the campaign with Weve, 64 per cent of whom agreed they were more likely to do so because of where and when they received the message. The campaign also impacted future purchase intent, with those who recalled the message 60 per cent more likely to purchase from Gordon’s in the future.

“Gordon’s and Carat have been rewarded for being willing to push the boundaries of what’s possible with hyper-targeted precision marketing, setting a new standard for successful location-based customer engagement strategies,” said Ray Tierney, CEO at Engage Hub. “Working with Weve, we are exceptionally excited to see how much further we can take hyper-targeted precision marketing.”

The post Case Study: Gordon’s Gin integrates telco data to power commuter campaign appeared first on Mobile Marketing Magazine.

With more than half of retail traffic now taking place on mobile and opportunities constantly evolving, the importance of having an effective mobile strategy in place and maintaining it cannot be overlooked. Our summit gives brands the opportunity to the pick the brains of their peers and a range of technology experts, while looking the latest trends, ideas, and practical examples in the space.

If you weren’t able to attend the conference, here is a selection of the best gems of wisdom shared during the event.

“We take the idea that ‘your employees are people’, and I know that sounds really crass to say. But they are not resources, they are not a robot that comes in and presses buttons on a till. They are people who care about selling the goods that you want them to sell and they care about the service they give their customers.”

“It’s to work the way that we live. It’s time to use that fantastic mobile technology to deliver an experience at work using mobile technology to actually deliver experiences for employees, not just for consumers, that really make them enjoy their work.”

The day kicked off with Ilicco Elia, head of mobile at Deloitte  speaking about how mobile technology can be used to create apps that help employees to do their jobs more easily and efficiently.

“Mobile should be your friend, and I feel like we’re getting to a point where it could well be, especially as you release a branded retail app.”

“Branded retail apps are potentially a massive untapped goldmine. If not anything, it’s because you’re reaching consumers who may well have demonstrated brand affinity by organically installing your app. They may well have installed your app at the point of purchase, demonstrating that they’ve actually bought your product before.”

William Melzler, VP of business development at YouAppi discussed the how retailers can develop brand affinity and loyalty via branded retail apps.

“Do you know where your data comes from? When you’re planning campaigns, and you’re executing and measuring those campaigns, do you truly know where you’re getting that data from? When you’re working with partners are they being really clear and transparent with you?”

Valid questions that retailers need to be asking themselves with GDPR on the horizon from Warren Mills, client partner at Weve.

“A lot of people talk about location being a core signal, and it is, but we believe when it’s combined with other signals as well – things like bank-verified data – that’s where the power really comes with the data. Building that holistic audience together is really important”

Mills continued by looking at how location data can be used in combination with other forms of mobile data in the planning process for retail campaigns.

“Session times are coming down because we’re becoming better at mobile. It’s starting to become part of recognising what apps are about and it should be more frequent, lower timed session. There’s a really important point about KPIs with this and tracking the right things. It’s much better and more successful to have a higher frequency of lower timed sessions in retail than it is to have less frequent, longer sessions.”

“Apps aren’t just another digital channel, they’re the glue that brings together digital and store.”

Paul Barnes, Northern Europe territory director at App Annie looked at the power of the app market and challenges facing retailers within the space.

“Why are we still thinking that consumers move according to the media we buy? You can’t afford to be top-down planning anymore because that power has shifted. It has to be from the ground up, it has to be consumer-led.”

Retailers have to shift the way they look at consumer behaviours in order to target people, according to Alex Wright, head of insight at Blis.

“We’re launching a fitness boutique, and we’re calling it Sw3at. If you’re in Malaysia, Mumbai, North London, or Manchester, you can come and watch the close live or delayed. And we’ve developed a bit of kit where we can then track your fitness, so we can send you push notifications… It’s beginning to understand how we can use these modern developments to support our core product.”

As part of his presentation, Daniel Herman, CEO of Bio-Synergy, gave the audience an insight into how his sports nutrition brand is targeting audiences and keeping them motivated to exercise through mobile and social.

The post The 10 best quotes from our Mobile Retail Summit appeared first on Mobile Marketing Magazine.