In today’s mobile and information driven world, traditional marketing and advertising strategies are proving to be passé. As the audience starts to migrate to mobile devices that are constantly connected to the Internet, marketing teams are following suit and are developing mobile engagement strategies that will connect them to their target audiences. However mobile engagement seems to be a tricky field to traverse, while marketing professionals are exploring the new mobile world, the audience’s rapidly changing needs and desires are making things, especially those fueled by old-school strategies, quite difficult.
Mobile engagement can benefit a brand greatly if done well. Here are some of the brands that seem to be spot-on in their engagement of mobile users.
Coca-Cola was, and still is, one of the biggest brands in the world—as proven through decades of successful audience engagement. In the digital age, Coca-Cola has embraced content marketing in a sagely worded mission: “All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity. If a brand is going to be successful around the world, you have to have fat and fertile ideas at the core.” The Coca-Cola team has created numerous websites and mobile campaigns that allow their audiences to stay connected with the brand while having fun. Case in point: The “AAAAH” series of websites, which allows users to play “branded” games on their spare time, both on their mobile devices and desktop computers.
2. Virgin Mobile
The Virgin Group proves to be a force to be reckoned with in various industries, including the mobile arena. Virgin Mobile—wireless communication services offered in the United States, the United Kingdom, Australia, Canada, France, South Africa, Mexico, Poland, Colombia, India, and Chile is a classic case study in mobile engagement through its Virgin Mobile Live app. Virgin Mobile Live is basically a “social” newsroom that regularly publishes relevant content and news items read by millions of users worldwide. Adapting to its audience’s browsing habits, Virgin Mobile Live not only shares its content through the app, but also in several popular communities such as Buzzfeed, Twitter, and Facebook. Virgin Mobile Live emphasizes the brand’s thrust to not only widen their reach across mobile platforms, but also to add depth to the level of their audience’s engagement.
3. Marriott Hotels
Marriott Hotels is a world-famous chain of hotels for both holiday-makers and business travellers. The Renaissance Hotels arm of this company is a brand that targets business travelers flying in and from different corners of the globe, who might want to explore more of their destinations outside satellite and multinational offices. To engage their audience, Renaissance Hotels launched two platforms: the Navigators (which offer relevant information to the users on exploring the vibrant cities their hotels are situated in) and the RLife LIVE (which allows the users to discover the numerous cultural and gastronomical offerings of the hotel they are staying at). Both platforms proved to be a hit among their guests, who are constantly connected to the Internet, as evidenced by the rapidly growing Facebook community endorsed and operated by the Renaissance Hotels marketing team.
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