FMCG Brands & Mobile – 4 Rules Of Engagement
The intensely personal nature of mobile devices requires that brands who want to get their products and in particular new products noticed, engaged with or purchased for the first time must understand the unique way that consumers use them.
Consumers (and in particular Millennials) are in fact keen to engage with brands on mobile, and are keen to try new products, but only on their own terms. To help brands understand what works best, I’ve compiled the ‘4 Rules of Engagement’ below – by following these rules, you are more likely to cut through and be successful with your brands on mobile.
What Are The Rules Of Engagement?
1. Awareness
Bombard me with ads, but I’m not that likely to click on them or even pay attention to them. I don’t like being interrupted. I actively choose apps that I wish to engage use and engage with. When the time is right for me and I have a ’micro moment’ to fill I’ll typically open one of my apps, such as a shopping list or product discovery app. FMCG brands need to ensure that their products or new products ‘show up’ on relevant apps.
2. Engagement
I will engage with your brand or product media if I find it interesting and relevant. Being provided with an exclusive offer to purchase is appealing to me– so why not let me try your product? Brands should use rich media formats, such as full screen ads, video or interactive HTML 5 because this has proven to be the most compelling and successful in driving mobile engagement.
3. Trial / Sampling
If you are trying to encourage me to purchase your product then you need to give me choice of store and method as well as making sure that it’s worth it. I am happy to use an app on my mobile that gives me the opportunity to try your product from a nearby shop or as part of my online shopping, at any time of day. Brands need to ensure that they invest in new customer acquisition and make it easy for mobile users to shift from engagement to purchase, i.e. making it clear where their nearest stockist is.
4. Reviewing / Sharing
I like the fact that you may want my opinion, in fact I like giving it. I love to share my experiences digitally with friends and family and the rest of the universe. Offer me a chance to try your product and I’m likely to drive some additional reach for you. Brands need to offer mobile users the chance to experience, share and review their products.
Have you had experiences on mobile? Positive or negative, please share them.
Quotient Technology (formerly Coupons.com) has recently launched Shopmium in the UK, a mobile first proposition that enables FNCG brands to win on mobile. For more information, contact me at ssankey@quotient.com.