According to an excerpt from Mobile Marketer, consumer packaged goods companies are starting to get more innovative in using mobile applications, rich media ads and QR codes to have a more direct relationship with consumers.
“A majority of CPGs are slowly experimenting with mobile while others who started early are seeing the return and continuing to invest heavily in the channel,” says Dirk Rients, management director for mobile at Draftfcb, Chicago. “CPGs are taking a closer look at mobile because consumers are constantly turning to their mobile devices to make purchases or help them shop while in-store,” he says.
“Unfortunately we still see a majority of CPG brands view mobile as its own separate channel while others are integrating mobile into their overall strategy allowing for an engaging experience at scale.”
One of the areas where these brands are most active is in developing mobile applications that engage consumers with their brands in value-add way and help develop a more direct relationship between brand and consumer.
This spring, Johnson & Johnson introduced the Magic Vision app for its Band-Aid brand. The app enables children wearing a Band-Aid bandage featuring the Muppets to launch an augmented reality animated show designed to help them forget all about their booboo.
Another example is the Aquafresh Time2Brush app, also directed at kids. The app provides directions on how to brush teeth in a fun, interactive way and counts down from two minutes to insure kids brush for the length of time recommended by dentists.
CPG brands are also particularly enamored of QR codes and other 2D bar codes, putting them on packaging, ads and elsewhere to engage in-store shoppers and provide value via product information, coupons or recipes.
These initial efforts are starting to give way to more innovative use of QR codes.
In June, Walmart and P&G placed QR codes on bus shelters and trucks to encourage on-the-go consumers to scan and instantly buy products from brands such as Tide, Pampers and Gillette. The campaign targeted shoppers in Chicago and New York.
Advertising is another area where CPG brands are beginning to get more innovative with rich media ads and in-app ads targeting specific groups.
P&G reportedly spends more than $10 million on mobile advertising annually. Other CPGs are not spending at the same level in part because measurement and metrics are difficult to track and calculate.
Another challenge for CPGs is figuring out how to integrate mobile with their other marketing efforts.
Despite these issues, there is no denying that consumers are increasingly engaging with their mobile devices for a variety of activities, from consuming content to comparing prices in stores.
As a result, it makes sense for any major brand to be where their consumers are.