Mobile Marketing
A mobile device is not a simple product, we have converged both hardware (GPS, camera) and software (Email, SMS) into one super-powerful handheld computer. When done right, mobile marketing provides customers or potential customers using smartphones with personalized, time- and location-sensitive information so that they can get what they need exactly when they need it, even if they're on the go.
As shown from the graph above, more users are spending larger amounts of time engaged with mobile devices than ever before. That's why many brands are hopping onto the bandwagon, in hopes of reaching out to the masses but the question is: are they doing it right?
These are the 4'I's to help firms to 'proceed with caution' when it comes to tackling mobile social media (Kaplan 2012). I will be sharing what I think is a fantastic example of a successful branded mobile app.
In my opinion, Grab has ticked all the boxes required for a successful branded mobile application. Initially, all you could do was to book rides but did you know that you can actually watch videos on demand while you're on the go? This partnership includes access to HOOQ's top catalogue of popular Indonesian, Asian and Hollywood titles, new Original series as well as 19-free-to-view channels.
Apart from being just a ride-hailing service, the Grab application even has mini trivia games, recommendations on what to do around the city and even subscription plans to get more of our favourite services for less!
To top it all off, Grab even introduced Grabpay which is a safe, convenient and flexible mobile wallet to pay both for services on the Grab app and in stores and restaurants. Users will earn points through these cashless transactions which then can be used to redeem various rewards like cash rebates off F&B shops, retailers and future grab rides.
The reason why Grab is so successful it is because its functions are user-centric, they put a lot of focus on customer experience to understand what both consumers and drivers want. Despite experiencing pitfalls, Grab has now emerged stronger than ever and still remains as the leader in this ride-hailing industry.
Here's are some food for thought for you readers: Will mobile marketing triumph all forms of marketing in the future? What are some bad mobile marketing fails and what can we learn from them?
I'd like to hear your thoughts on this matter, let's discuss in the comment section down below! :)
Hi Grace, I am a frequent user of the Grab app myself too and I do agree that Grab has certainly done their mobile marketing right. Their partnership with HOOQ has indeed show how they try to personalize their content based on the rising consumers' need. This has indeed bring convenience to many drama-goers including myself. I feel that this approach by Grab has really help to create a more personalized form of marketing experience for everyone as there are bound to have other services which each individual can relate, regardless of each of their preferences. Overall great insight from this post. Hope to see more of such post in the future:)
ReplyDeleteHi Wei Li, yes indeed, the reason why Grab still remains as the market leader is their constant need to want to improve their user centric features. Their deep local understanding and know-how are critical differentiators, especially when it comes to scaling locally, navigating regulatory environments and adapting to local infrastructure challenges. It allowed them to innovate faster, forge more meaningful partnerships and find solutions different from their competitors.
DeleteHere’s an article that I’d like to share as it uncovers more insights on the success of Grab: https://generationt.asia/leaders/grab-founder-anthony-tan-on-the-5-key-ingredients-to-his-success
Stay tuned for my next post, cheers!
It was a good and easy read. I liked that you used cute graphics to make the blog post more interesting 😊 Personally I used grab app too because it is very convenient. In fact, it is a “all-in-one” app for me – transport, food, payment and many more!
ReplyDeleteBesides the positive examples, I would like to share with you an advertisement of bad mobile marketing done by Dove – Dove: Transformation (2017). Dove advertisements typically focused on making women feel proud of the way they look. In Dove: Transformation ad, a black woman was transformed into a white woman after using Dove body lotion. This received backlash from women of all races saying the ad made them angry and uncomfortable. Hence, it is important for companies to review its ad/content through a critical lens so that it doesn’t offend or in this case, go against what the brand (Dove) represents.
Thank you for your kind compliments, my fellow grab pal! Oh my, thanks for sharing with me about the Dove campaign! Upon digging deeper into the campaign, I found out the dark-skinned model, Lola Ogunyemi actually spoke up about the issue. She said the ad was taken out of context because the original commercial showed 8 different women of different skin conditions and how the product works on all of them. But it was unfortunate that the Facebook version of the ad, a 3 second GIF, showed a black woman becoming white without much context hence the uproar.
DeleteWell, I guess there are always two sides to a story and Dove should have known better. Here’s an article on why they chose not to defend themselves: https://www.mumbrella.asia/2017/10/dove-right-not-defend-racist-ad Afterall, good crisis management can potentially help to build or improve a brand’s image! I hope to see you in my next post, cheers!
Hi Grace, i must say that Grab have been successful as they constantly look for areas to improve on and to provide a better experience for mobile users. Coming up with rewards to build customer loyalty through points that allow them to redeem rewards and even rebate definitely hooked the interest of Grab app users. I feel that mobile marketing brought consumers like me and you a lot of convenience and benefits, however i believe with a good mix of traditional and social media will allow us to reach out more people in a short time frame. As for mobile apps i think one of the important factor would be the app being able to function even with large volume of users using the app. When we rely on mobile apps we have expectations of it being available 24/7 and when app crashes, users often bring it up on social media which may damage the reputation of mobile apps due to its inability to function at all times. Great post and looking forward to your next post! :)
ReplyDeleteHi Gabriel, thank you for sharing with me some interesting insights!
DeleteUltimately, for mobile marketing, it depends on who the brand wishes to target in order to choose the most appropriate mobile marketing strategy. The customer is the foundation of any business' success. One of the primary goals of any marketing strategy should be to identify and meet the needs of the consumer. Considering customer importance at all stages of the marketing process helps your company to ensure greater customer satisfaction and increase its long-term goal of repeat business. Don’t you agree? :)
I agree with you on the importance of an application to allow a high volume of users at any one time. It certainly frustrates me whenever I want to purchase a product online, but I can’t seem to access the website at all. Social media can be both a boon and a bane for brands at times like this. We can only hope that brands will learn from their pitfalls, strive to be better and avoid making the same mistakes.
there's never really is a straightforward answer to this as it really depends on whom you talk to - the business or the consumer, and on my end of the spectrum. I am in digital marketing (for my company) but I am also a consumer, so while I see all the benefits of targeted advertising (yay!) as a consumer - outside of work - i feel really uncomfortable that i am tracked everywhere. love it or hate it, we won't be able to escape it.
ReplyDeleteHi Elaine, yes I completely resonate with how you feel! As a marketer, it is our job to make sure that our ads break through the clutter. And as consumers, we want our voices to be heard and our needs met. Digital marketing allows for a two-way interaction between organisations and customers, which will greatly increase the quality of customer service. But there is the added dimension that consumers are given a direct choice in deciding whether or not they wish to be exposed to those marketing messages. That empowerment means that messages must be tightly focused on consumer preferences, otherwise they risk being ignored or worse, potentially alienating consumers.
DeleteTherefore, it is important for a brand to engage, communicate and listen in order to deliver the best product/service to its consumers.