Marketing through mobile ~

I guess we can all agree that the one thing we can’t leave home without is our mobile phone. Mobile phone these days is not just a communication device anymore. It’s our wallet, our handheld gaming device, our newspaper, our alarm clock and even our shopping mall! The countless uses of mobile phone had only increased our reliance on it throughout the years. According to sbr.com.sg, 95% population of Singapore uses mobile phone and spent an average of seven hours on it daily.

Of course, businesses have taken noticed of it and many had started to adopt the mobile marketing strategy. This is probably the faster, most efficient yet less costly method to promote their products and services. Mobile marketing tools include advertisement, coupons, applications, website, payments and location based mobile marketing. Now we look at some companies that succeeded in Singapore by implementing mobile marketing to their business.

 

Mobile coupons

Mobile coupons work most effectively for F&B companies, in particular fast food restaurant, in my opinion. Companies such as Subway and Chope often issues attractive mobile coupons to customer so that they can enjoy even better deals if they purchase the coupon vouchers online or download to flash it when in store.

(Subway,2018)

Subway often issues e coupons to customers for download which can be used for dining in or take away at their outlets. Diners can eat healthy yet enjoy discounts which makes it an attractive option for them. No wonder they have the most outlets worldwide, even more than McDonald’s and Starbucks.

(Wildhoney,2018)

Chope partner with multiple restaurants to bring great deals such as 1 for 1 and 50% off. Users can purchase the e voucher and make a reservation with partnered restaurants through their website. Their terms and conditions encourage people to dine in big groups so that they can enjoy greater discounts which will benefit the restaurant as well. This increases the restaurant’s patronage level which will increase word of mouth marketing.

 

Mobile advertisement

Mobile advertising is a great way for companies to gain awareness of their products and services. They usually advertise through popular websites on their side bars or even on video sharing sites such as Youtube. With a click, it will bring you to their official site where you can browse through the items that caught your attention initially. Companies also uses this tactic to get more downloads for their mobile applications too as some apps gives promo code or discount for first time users.

(Pinoyscreencast,2017)

Companies such as Lazada and Redmart often take advantage of mobile advertising to “bait” users with their promotional or trending items as well as any latest events. As users enter the site or app, they will be introduced to other products and deals which might tempt them to purchase even more.

 

Mobile payment

Mobile payment is slowly becoming more popular in Singapore due to its convenience and effectiveness. People can simply pay through their phone and save the hassle of withdrawing cash as well as enjoying perks such as cashback, discounts and promotion. Although security is still a concern for those not supportive of mobile payment.

(Kopitiambot,2018)

One company that had capitalised on the increased popularity of mobile payment is Grab. Having rolled out Grabpay at the end of 2016, Grab had made improvement consistently to this feature. Users of Grab can now use Grabpay to pay at selected restaurants and retail stores to accumulate points and enjoy special discounts. The Grabrewards system allows users to redeem their Grab points for even more great deals!

 

Each and every mobile marketing tools have their pros and cons. What’s important is for companies to decide which tool is the most suitable for their business model in order to market their product and services more effectively. It’s not necessary to just stick to one but the challenge to sustain increases with every additional.

Hope you guys enjoy my post and please feel free to comment!