How to Drive Content Using Mobile Marketing | One Company’s Success Story

If you are reading this article, odds are you already have a marketing plan in place for your business, or you are thinking about incorporating mobile marketing into your overall marketing strategy. The beauty of mobile is not only that it is incredibly cheap and easy to use, but you can also use it in a number of different ways to benefit you and your company. With how mobile devices have virtually taken o

If you are reading this article, odds are you already have a marketing plan in place for your business, or you are thinking about incorporating mobile marketing into your overall marketing strategy. The beauty of mobile is not only that it is incredibly cheap and easy to use, but you can also use it in a number of different ways to benefit you and your company. With how mobile devices have virtually taken over the world we live in today, one would be considered a fool not to take advantage of mobile marketing and the huge customer base it offers. Think about it, there are 6 BILLION people in the world, but there are EVEN MORE mobile devices. That means there are literally multiple mobile devices (cell phones, tablets, etc.) for each person that lives on the planet. If your business is not currently running a mobile marketing strategy, you are letting this HUGE customer base go to waste. Today, we’re going to discuss ONE of the ways mobile can benefit your company, which is by promoting and driving your already created content through your mobile channel.

Chipotle recently put together a mobile campaign that promoted their new original video series “Farmed and Dangerous” which educates viewers on how food is prepared and encourages them to start eating healthier and more organic foods. The series is divided up into episodes which feature mobile call-to-actions (CTAs) that spur viewers to text unique keywords to Chipotle’s SMS database shortcode. Anyone who opted-in to Chipotle’s shortcode were then invited to play a trivia game while the show aired. People who answered the most questions correctly were entered to win one of 5,000 weekly buy one, get one free rewards. Each entry also made that customer eligible to win one of the $100,000 prizes. The campaign has been a smashing success because Chipotle has built up their customer database through opt-ins for the show and has also increased the viewership of their video series. All of this exposure was done through their mobile channel. Once they had their content made, which was the video series, they promoted it through their mobile channel and boom, viewership was up and so was their customer database. It was that easy!

Like we said earlier, mobile marketing has so many different benefits and uses that it would be almost impossible NOT to be able to develop a mobile strategy that would work for your company. Chipotle took advantage of the fact that they had some great content in their video series, and ended up turning it into a larger SMS database in which they can continue to develop and maintain relationships with their customers by offering deals, discounts, and special offers. Now their text message blasts are reaching a larger number of people simply because they grew their database by offering incentive for customers who were NOT opted-in to their short code already. The incentive was a chance to win prizes by participating in their mobile campaign while actually watching the show.

Chipotle, through the power of mobile and content, were able to engage their customers through not one, but TWO channels. On top of that, they will KEEP those customers in their database and will be able to send deals, discount, special offers, and nurture these relationships. It was EASY, it was CHEAP, and it was EFFECTIVE. What else could you possibly ask for from a marketing campaign?