So, what is mobile marketing? Mobile marketing is both a direct, and indirect channel for marketing. This means that it is a real-time two way channel. The goal with mobile marketing is to enhance the customers overall experience with the brand. The the ever changing digital world that we live in, it’s essential that companies learn how to leverage the mobile space and ultimately build strategic marketing campaigns to encompass the mobile atmosphere.
Based off of chapter one in our book, there are six primary objectives for marketers:
- Understanding the customers needs
- Acquire new customers
- Retain those customers by building loyalty and advocacy
- Encourage customres to spend more
- Encourage them to spend more often
- Build the companies brand
- Measure results & optimize marketing
While these are strong objectives, it’s also important that throughout all of them we understand the value of the 4 P’s of marketing… product, price, place, and promotion. With the four P’s were able to maximize our distribution channels.
Did you know that 9/10 consumers start their buyers journey on a digital device and end it on a different device? This means that company’s must understand the need for a flexible online platform that has the capabilities to mold with what the consumer needs.
My favorite app to shop online with is Aerie/American Eagle. I’m all for comfy clothes in everyday life so Aerie is always my go-to. I downloaded the app years ago and have seen the evolution that it has manifested over that time period.
One of my favorite things about the Aerie app is that its almost identical to the website. It’s so easy to navigate and I never have to mess around to get where I want to be. Also, I love that it notifies me every time they have a new offer or promotion and I can instantly navigate to it using the bottom menu. See below:
In addition to the ease of use, I’m able to add favorites, and find outfit inspirations, and scan tags in store to find additional sizes, color, or verify price all on the app. Something that I think is really unique is that both American Eagle and Aerie share the same app. That way, if I need jeans from American Eagle, but want a sweatshirt through Aerie, I can still make one purchase all in the same place, while receiving promotions, and getting my product points.
American Eagle/Aerie as a brand does an awesome job with blending their mobile marketing, in store, and website to all match. It encourages me to always be thinking about “whats the next best deal”, and the notifications always keep aerie fresh in my mind. American Eagle/Aerie changed the way that I look at mobile marketing because every touch point that they make with the consumer is strategic and has value. Below I have attached a quote and article that breaks down how American Eagle is up leveling against brands like Victoria Secret.
“As a competitor, Aerie has gone a very different direction. An early forerunner in the body positivity movements, Aerie has built up a fairly loyal following that offers very vocal support of its advertising campaigns – including the #AerieREAL no-airbrushing campaign – which exhibit a wide range of body types and ethnicities. One of this year’s more eye-catching campaigns involved with visible disabilities. That inclusivity-based marketing is planned into the fall of 2018, when men will take the center stage as underwear models (but not with the body type of the typical male underwear model).
Customers have responded positively to these campaigns. Data from Sprout Social finds that both the American Eagle and Aerie brands have won extraordinarily high ratings among consumers on social media. About 83 of social media commentary on AE is positive, while Aerie clocks in with 68 percent positive mentions.”https://www.pymnts.com/news/retail/2018/american-eagle-stores-teen-fashion-apparel/
Strategy for Growth
The strategy for growth chapter offered how to evolve mobile marketing to create a mobile first strategy. There were several different steps in this chapter. Starting with learning about how customers use mobile, testing your efforts, and living the brand through the eyes of mobile. The most important aspect about this section in the chapter is understanding how to measure and collect data to interpret consumer behavior, and in turn use that to create strategic marketing efforts and improve growth.
From there, its optimizing those marketing efforts to run across different mediums such as mobile apps, and email marketing.
To relate this to the above example, American Eagle/Aerie, in 2015 when they released their mobile app, they offered this statement:
“With this month’s news, however, American Eagle Outfitters (AEO) is doubling down on mobile. “More than 50% of our customers shop with their phone,” Wills explains. “Our goal is to take away the friction that often exists when shopping on a mobile device.” “https://www.forbes.com/sites/jasonbloomberg/2016/03/22/mobile-first-drives-digital-strategy-at-american-eagle-outfitters/#50f97985e7d1
Mobile first is continually driving their strategy as they understand that their market (15-24 year olds) are shifting in that direction.
Creating a Mobile Path
Chapter 3 dove more in depth into the strategy behind using mobile apps and websites. It discussed the essentials for mobile path building, strategy, measuring systems, and testing campaigns. When using apps, users tend to have the ability to compare shop, check reviews, find coupons, view product photos, etc.
Creating a mobile path has a lot to do with mobile being local. According to the chapter, this means that marketers are locally available while still maintaining a mobile presence.
In conclusion, this chapter offered extensive evidence and reasoning why creating mobile interfaces for business is essential in today’s society. I was able to relate this to one of my favorite retailers and understand first hand why they had to update their systems.