Location based marketing and Mobile Gaming.

Location based mobile marketing.

Allows brands to adapt their messages based on where consumers are geographically. An example of this is its use within shopping centres to sign into Wi-Fi; consumers can then opt into promotions and advertising of the shops inside that shopping centre.

It uses network to establish where the consumer is then sends a notification stating they are either near the store; there is an offer available in the shop and whether there is an exclusive offer available.

A company using it well is Uber because it will recognise your location and allow you to select a taxi to pick you up at that location. Starbucks will also recognise where you are and send you a notification stating which shop you are near and whether there are any offers.

Cadburys could use this technique to offer a virtual tour around their factory or to send consumers offers in conjunction with other shops, such as supermarkets.

 

Mobile gaming.

Micro-transactions are used within mobile gaming so companies can make money off ‘free’ games. There are also many adverts integrated into the game, which a consumer can usually pay to turn off. The company is either making money through the adverts, or from people paying to turn them off, so either way they are not losing out.

An example of a mobile game is Candy Crush Saga; once all lives are lost, the user can either wait 30 minutes for one life or buy five for 69p. As this is not a lot of money many users will generally buy the additional lives, or buy power ups.

Cadbury’s could integrate adverts into online games to advertise their products or offers. Or create a game where you can run the chocolate factory, similar to Simpsons tapped out, which starts off small and keeps growing depending on how much time/effort/money a user puts into it.

 

Snapchat.

Snapchat allows the user to send pictures to friends that only last a short amount of time (10 seconds max) or update their story, where each picture or video lasts 24 hours. It makes life easier as it enables the user to send pictures straight away, without having to access the camera, save the picture and then go back to another app, such as Facebook to send the picture. Users can also use it to send the same picture to multiple friends at once.

Businesses such as Sky News, Sky Sports, IGN, Cosmopolitan, Mail Online, Buzzfeed, MTV, National Geographic and the Food Network use it to engage with their audience and advertise what is on their website or within the news; this then drives traffic to that website. Cadbury’s could use this to show news, new chocolate bars or seasonal gift ideas, or recipes that use Cadbury products.

 

Instagram.

Companies use Instagram to advertise their products in picture format and usually put a link to their website where the user can purchase the product. It is easy to use and users can follow specific pages and businesses so the user does not get things appearing on their feed that they are not interested in. The user can then like, comment or repost the picture that they originally saw. Topshop use this a lot to advertise their products and always refer back to the website, they have 5.7 million followers so can reach a high audience.