It’s a dreary Monday morning; you have to drag yourself out of bed at an unholy hour and get to work. Still feeling half asleep, you find yourself on a train, bus or luas on your not-so-merry way. You reach into your pocket- and horror of all horrors- you’ve forgotten your phone!!
What is it about people and their phones? According to international research carried out by OmnicomMediaGroup (OMG), consumers routinely used words like “love” and “passion” when talking about their devices, which are with them 24/7. Given that the mobile phone plays such an intimate part of peoples’ everyday lives- what does this mean for the marketer?
“The mobile is actually a better way to reach people than print or even the Internet. It’s versatile, immediate, travels and is just as compelling”
Art Howe, CEO, Verve Wireless, The New York Times
According to Fintan Lonergan, Managing Director of O2 Media, mobile marketing is the ‘bizz’ in terms of gathering insights. Rather than applying the same metrics as other digital channels, focusing on CTRs (click-through-rates), the heart of mobile marketing is consumer engagement. With a permission-based database of one million, O2 are devising highly targeted campaigns for big brands based on the data they are able to generate (based on location, demographics and behaviour).
Fintan calls it “intelligent targeting”, taking into account three important factors; who, what and where. Given that you have your phone on you at all times, they know your location at any fixed point in time. For example, where you live, work, if you commute, right down to what exact device you are using. They can also tap into the what– your passions, behaviours and interests. For example, O2 ran a Tayto Park App discovery campaign whereby they targeted families who had recently visited Dublin Zoo. Finally they know where you are, which means that they can deliver messages that are context relevant. This means that they can target your current need or interest, leading to increased engagement and response rates.
The below is a case study of O2’s ‘intelligent targeting’ in action. McDonalds’ aim was to encourage 18 to 24-year-olds to download an app, increasing engagement and driving footfall. On the day of the campaign, the app was number two in the Apple’s App Store.
To conclude, I recently watched an early episode of Love/Hate (Ireland’s answer to the Sopranos) in which SIM cards were swallowed like paracetamol tablets. This occurred when the protagonists felt at risk of being ‘busted’ and their information being used against them… any takers?