Mobile Marketing is defined as “Any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device." (Kaplan 2014)
Not only do more Australians own a smartphone than a laptop, but we spend way more time on our phones than we do on our laptops. In the car? We use our phone. Walking, exercising, lying in bed? We're most likely going to use our phone.
Mobile marketing is more personal to consumers and most importantly interactive. Therefore, when a business creates a successful phone app, they're going to benefit just as much as the consumer
For example Nandos' have one of the best apps. Why? Not only can I as a consumer have easy access to the menu, see my Nandos' points, special offers, order online, but I can also have constant information on what they're doing next.
Once you've opened the app, this is the first page you land on, as soon as you make a purchase at Nandos' every $1 spent = 1 point. Every 10 points = $1 to spend, and now I have 264 points which means $26.40, I can receive a free meal! How can I not love this app?
I'm a loyal consumer and Nandos' use their app to see what I purchase, how much I spend, and give promotions to peri-peri perks members.
Ordering online is another convenience of the app, choosing the location at the top of the screen, seeing my past purchases and so forth. The most convenient thing for me is not having to carry a card around, all I have to do is scan my app when I place an order, because who really remembers their cards most of the time?
Source: Screenshot of my Nandos app
Through the example Nandos' have set, to create a successful mobile app you must:
- Make a business
- Ensure the app easy to use
- Update frequently (Make us feel special, we've signed up for a reason!)
- Solve a problem (its easier to order online than over the phone or in person sometimes!)
- Free
Nandos' has to be my favourite mobile app, which companies mobile app do you prefer and what is it about their app that makes you keep coming back?
@s3661099
That sounds like a fantastic banking app, usually it takes a few days for the transfer. That's what makes an app so successful, it's convenience, helpfulness and efficiency. No one wants to wait 3 days for a transfer, so they've done really well in that aspect.
I think that Nando's app sounds awesome. I remember downloading Beem last year and it was awesome, really user friendly and made bank transfers instantly, it worked. So for me Beem was awesome and worked really well especially when I needed to pay a mate for something really quickly.
- Alex Carey
s3540640
Oh wow, I had no idea. That's so interesting. It definitely makes you want to purchase more to save more points. They should definitely promote this more, not many people are aware, myself included!
@celinetchung
Absolutely. Convenience, loyalty and an easy to use app. Consumers will benefit and the company will benefit in the long run, although it seems most effective for hospitality than retail.
Great post Vanessa, My favourite app is actually the Myer one app, their loyalty scheme always gets me every time you have to spend $1000 to get $20, and it’s crazy to see how they are able to control your purchasing decisions just based off their reward system. The app allows me to check on my points, it lets me know how many points I have to go and the vouchers are loaded onto the app automatically .