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Tuesday Sep 24, 2024
Saturday, 28 March 2015 01:19 - - {{hitsCtrl.values.hits}}
While traditional marketing is outside the store targeting consumers to build brand awareness, digital marketing allows marketers to deliver personalised content to shoppers at home, on-the-go and in-store to directly influence their decision making process or deliver a call to action with measurable results.
mobiOs has the platform for doing this as marketers can now use the MMM Mobile Media Marketing platform instantly, engaging customers at home or on the go to the store. Explaining how this works, mobiOs CEO Jude Tissera said that the MMM platform can be used as a focused tool to select and target customers, and direct them through the buying process to influence them to choose your brand, pick it up from your store, walk out as a satisfied customer and bring them back once again to select your brand.
Simply call or SMS and the platform takes care of the rest;
Explaining how the MMM platform works, Tissera said traditional media simply creates awareness which is often distorted by conflicting messages by competitors and clutter, leaving the potential buyer confused and misdirected. However the marketer who uses the mobiOs MMM platform can direct a consumer to initiate a miss call to the platform ‘toll free’; once an interested customer initiates the call to the intelligent platform, the systems calls back the consumer and plays back the pre-researched and tested message, availing marketers to achieve the specific communication objective, thus converting the interested potential customer to a satisfied buyer through the message, supported with or without a digital discount coupon that will be sent to the phone that could be validated at the cashier counter.
“Furthermore the mechanics can be managed to even gather more information such as customer choices opinions, while being designed as per market requirements. The information so gathered on a real time basis is then captured and used for corrective strategies to further fine tune future marketing engagements utilising the mobiOs MMM platform.”
Asked if the MMM platform could be used independently, Tissera said that the MMM is a supplement at this stage, hence marketers could use this platform to amplify the results by integrating the MMM platform along with traditional media. Citing an example, Tissera said in the case of Abans, they wanted to communicate a unique promotion with the message saying ‘Buy 1 and Get 5 free’!
“What we did was a short five second commercial that was played with the campaign’s unique selling message, saying for details give a missed call on 720111444. Customers who called the number were immediately sent a SMS saying thank you for your inquiry followed by an interactive voice recorded message giving details of the promotion such as free flip covers worth five thousand, free screen protector, free face book for a year, interest free monthly instalments, and one instalment free for Sampath Bank card holders that led them to walk into the stores to purchase the phone.”
Abans Deputy Director Dinesh Perera said that he was surprised to see the number of customer responses and looked forward to engaging the mobiOs MMM platform for their other product lines as well.
Other campaigns running on the mobiOS MMM Mobile Media Marketing Platform are Unilever, Knorr, Vaseline, Sunlight, Astra, Sensodyne and Panadol through GSK.
The success of mobiOs MMM is fast catching on and is certainly a boost to marketers across all industries and categories, and is a successful platform for your future business.
