By: Andrew Levi, CEO of Blue Calypso
The consumer purchase journey continues to become highly segmented with shoppers browsing multiple channels and engaging with more types of content than ever before on their smartphones. However, according to the Direct Marketing Association and Demand Metric, only 16 percent of consumer packaged goods (CPG) brands even use mobile advertising.
With a growing “mobile only” internet population and an estimated 250 million mobile phone users in the U.S. alone, not only do brands need to prioritize mobile, but they should also think about how they can enhance their mobile content to provide more personalized, engaging experiences. A great way to do this is by utilizing the real estate on the packages themselves!
Brands can deploy calls-to-action on their products that direct consumers to a microsite with additional information, coupons and deals, loyalty program sign-ups and much more. CPG marketing via text codes, QR codes and near field communication can be highly effective in increasing consumer engagement with the brand and driving product sales.
In order to be successful, brands must deliver the right message to their target audience. In a classic chicken-or-the-egg scenario, to deliver the right message, brands need to fully understand what their target audience is looking for. For instance, moms with primary-school aged kids may be interested in tips and recipes to get their kids to eat more broccoli, while health-conscious individuals would want information related to the nutritional value and source of the ingredients. Microsites can meet the needs of these various audiences by offering detailed information and advice based on their preferences and behavior. This interaction will go beyond the brick and mortar experience and position the brand as the go-to resource for information and further develop brand loyalty.
At the same time, using the right channel to deliver this information is also critical. Consider deploying one of the following marketing channels on products and packages:
- Short codes use a keyword and a 5-6 digit phone number to engage individuals and invite them to opt in to a text program. To do this, customers must first send a text message with a specific keyword to the designated number, such as “VEGGIES” to 55555. Once the text is delivered, they will receive a message inviting them to opt-in to receive a link to the microsite.
- QR codes, or quick response codes, are two-dimensional barcodes in the form of a black and white patterned square that consumers can scan using a reader application via their smartphone. Once the app reads the code, it automatically opens the mobile device’s web browser and loads the microsite.
- Near field communication (NFC) functionality is essentially the transferring of data wirelessly. Once two NFC chips come in close proximity of each other, such as one located on the package and the other in the consumer’s smartphone, the package chip will transfer the information to the receiving end instantaneously.
Although it may require some trial-and-error to fully understand your target audience’s channel preferences, the payout in the long run can be exponential. There’s much to be gained by offering a final in-store push and another differentiator for your brand compared to competitors. The CPG industry has long been behind in the marketing game, and this year it’s time for brands to step up their efforts and consider the positive impact that mobile marketing can have on their brand loyalty and annual sales.