Guest Post by Kerry Skemp
While speakers at mRecruitingcamp emphasized the incredible power of mobile, attendees expressed concern about building a use case and measuring the impact of mobile. Pongr founder Jamie Thompson extolled the virality of brand-focused mobile promotions and games, providing case studies from major clients such as Arby’s, Pepsi, and Mountain Dew. According to Thompson, the benefits of mobile extend beyond consumer engagement, to the marketer’s database. Mobile provides the foundation for truly understanding the characteristics and other affinities of your brand advocates, which is key to developing new initiatives that will appeal to your target audience.
Thompson also emphasized the need to “marry information with doing cool stuff” to succeed. Don’t do cool stuff like mobile “just to do it,” but always have a clear goal in mind, whether that’s obtaining information–how many people like this product?–or achieving a specific outcome–getting 100 people to apply for a position. And don’t just attempt to gather candidate information with dull questionnaires about a brand. Create an engaging contest, game, or other initiative that will capture ongoing attention as well as gather informative results.
Audience members asked Thompson about the marketing lift to sales of Pongr campaigns. While Thompson doesn’t necessarily have access to client sales data, views and interactions on Pongr are in the millions, and each consumer data point provides valuable, direct information about consumer purchases and habits. Plus, since Pongr often focuses on consumer packaged goods (CPG), brand sharing is likely to correspond closely with sales, helping marketers and salespeople construct predictive models of the relationships between engagement and revenue in specific regions.
The Pongr presentation was a perfect opening to mRecruitingcamp in that it showcased the value of tapping into consumer enthusiasm, especially on mobile. Based on the positive reaction to Pongr campaigns, companies that have sparked enthusiasm but don’t offer consumers or candidates an easy way to express it on mobile are clearly missing out on opportunities now, not just in a future, even more mobile-enabled world. So start experimenting with mobile today to see how the reach and information it provides can help deepen consumer and candidate understanding of your brand and its value, both for engagement and employment purposes.
Kerry Skemp manages mobile outreach for SnapHop, from live presentations to whitepapers to tweets. Previously, she administered market research studies for Enprecis and handled new business proposals for Percussion Software. She specializes in finding the right technology for any situation.
Follow Kerry on Twitter @skemptastic