Last week, we discussed the first portion of recent mobile marketing practices. Now, we will go over three more trends to leverage: geotargeting, crowdsourcing, and mobile payments.
As GPS technology in smartphones continues to improve, location becomes an important part of user experience. Most software already has location options, such as displaying the stores closest to the user, but that may not be enough. Companies should consider the unique properties of different locations and their residents. If consumers cannot relate to the product, they will not care for it. Google AdWords lets businesses customize advertisements based on location, or exclude certain locations completely.
Mobile app Foursquare encourages users to “check in” to local businesses. Other users in the same area can see their check in on the map. It also incorporates gamification by offering badges and “mayorships” when the person visits a place more than any other user in the past 60 days.
Foursquare’s location-centric model
Crowdsourcing is letting users themselves generate content for you. Each person contributes information that is uploaded online and made available to others, as well as the company. It has been around online for a while now, in the form of idea generation contests and surveys. While those examples use crowdsourcing as a small portion of their business strategy, there are now entire mobile apps that center around it.
Last June, Google spent $1.1 billion on mapping startup Waze. It displays real-time traffic and road information contributed by 70,000 volunteer map editors and 15 million users.
Egen Solutions has our own crowdsourced app, Waitbot. When users visit places like restaurants, buses, airports, or hospitals, they can share current waiting times so other users know the best times to visit.
5. Mobile Payments
Since people already bring their smartphones wherever they go, companies have devised ways to make the physical wallet obsolete. Apps like Google Wallet, PayPal, and Venmo, involve storing credit card and bank account information inside the app so users can quickly pay merchants and each other. Square, Leaf, and PayPal released hardware in the form of card readers that attach to smartphones and tablets. They serve to replace bulky registers at brick-and-mortar stores. Many brands have their own apps, which can entice consumers to buy more from them. Starbucks is hugely successful with 5 million weekly transactions through its mobile app alone, which only lets users pay through the Starbucks reloadable card.
The Square Reader
When creating a mobile presence, it is crucial that you accept these new ways of paying. The first step would be establishing affiliation with and accepting each mobile payment method. If your company has physical stores, it could use mobile payment hardware like Square Reader. You could also integrate payments and reward programs into your existing brand name app for customer loyalty. Embracing new technology shows that your company is willing to keep up with trends.
The indisputable prevalence of mobile devices has brought about creative marketing tactics. Implementing several, not just one, of the above strategies will give your app and business a modern edge against the competition.