This post is live from the Mobile Marketing Association Forum in New York. The session titled: 360 degree view of mobile along the path to purchase moderated by Matt Weiss from ePrize had some good examples of how mobile can drive customer actions.
For example, Bank of Montreal developed a mobile app to help customers in the home buying process with the ultimate goal of either getting customers into the branch or selling mortgages.
One of the most effective ways BMO drives customers into branches is with their ice cream truck that is integrated with their mobile strategy. The Bank of Montreal mascot BMO Bear accompanies the truck and kids and parents take pictures with the bear and post them online. To get a print out customers must go into the local branch. The activity is engaging and not directly selling bank services. According to Pritesh Gandhi, Senior Manager Digital Strategy for BofM, it’s about the experience, but the bank must justify the expense with results.
Unilever is trying to engage customers in the buying journey by offering value added services that are not brand specific. For examples, it is 4 pm and mom is at the office. What does she need to pull together to make dinner happen? Smart kitchen, a mobile app that is integrated with a loyalty program at the retail level, can tell mom if she is running low on items in the pantry.
The big take away for this session was that marketers should not attempt to change consumers’ natural behaviors, but instead figure them out and add value to people’s experiences.