If mobile first was already one of the trends that had been pointing strong in recent years, the pandemic has only accelerated it 英国商务电话清单. Digital, and especially mobile, have allowed brands and consumers to remain connected during the months of confinement, which has added incalculable value to the user experience.
According to the Report ditrendia: Mobile in Spain and in the World 2020, the mobile is already the device that is most used to buy; Spaniards exceed the world average in the use of applications in all categories, except in appointments, and 78% of users worldwide have bought a product through their mobile phone in the last 6 months; figures that are estimated to increase considerably in the coming years.
Given these data, it is not surprising that more and more companies are betting on mobile as a channel through which they offer the best experience to consumers. A clear example of this are the native APPs of Apple Wallet and Google Pay, which more and more companies are using as a privileged communication channel.
The mobile wallet has become enormously popular in relation to loyalty programs; however, it is open to other use cases and popular for its variety of features and opportunities. But, do we really know all the advantages of the mobile wallet and the opportunities it offers to the brands that use it?
Why invest in yet another mobile marketing channel?
91% of users already access the Internet from their mobile phones and use these devices an average of 3h 22 minutes a day, so the budget for mobile in 2020 is between 34% and 51% of the total expenditure of advertising in 2020, and is mired in huge growth.
However, despite the fact that the figures regarding the use of mobile phones in the last year speak for themselves, the results of the campaigns are not always as desired; SMS is expensive, intrusive and not premium, on display, results are limited and there is no retention, email increasingly offers less openness and CTR, and their own apps use them only between 3 and 10% of users customers and are more expensive.
Mobile wallet marketing solutions become relational channels and complement the brands’ 360º strategies
The mobile wallet marketing solutions, such as the one offered by Captain Wallet through its dedicated platform, are, however, authentic relationship channels and complement the 360º strategies of the brands, strengthening the functions of other levers, such as email or SMS.
The objectives of the wallet can be multiple. Some brands decide to focus exclusively on one objective such as coupons (retransmission of promotions and offers), invitations (digitization of access cards, concert tickets, train tickets etc. and real-time updating of information related to these events) or loyalty (animation of the loyalty program) for example. Others combine these objectives with each other or use them to serve others, such as drive-to-store, drive-to-web, contactless experience, branding, capture in the physical store or in a digital environment, etc.
The main possibilities offered by this tool to companies is recruitment, since it allows to recruit customers in a physical store or online, it allows to launch automated push notifications of new collections or exclusive, personalized and geolocated offers, through this channel You can launch a loyalty program or simply a privileged relationship and offer ticketing, e-reservation, insigna and Click and Collect services.
Mobile wallet marketing is helping brands adapt to the new circumstances posed by the health crisis
Another of the great advantages of mobile wallet marketing is that it is helping brands to adapt to the new circumstances posed by the health crisis. Thanks to contactless, this option allows users to identify themselves in the store without having to maintain physical contact. It is also presented as a privileged communication channel in the midst of the pandemic, since brands can use it to inform about preventive measures in their stores. In the same way, it is possible to communicate about the products or services offered by the company so that consumers can click and collect or request a “prior appointment” directly from their screens and thus avoid crowds in stores.
There are several brands that, in the face of the health emergency, have already used the mobile wallet as a means of communication. French Cora supermarkets, for example, promote the mobile wallet as a means of health security through the home page of their website, their social networks, newsletters and posters at points of sale; and is that the dematerialization of the loyalty card in Apple Wallet socialposts
