Mobile Wallet Marketing gets THE Most cost effective results.
Smartphone Usage Skyrockets
More than ever, consumers rely on their mobile phones to manage their lives. More than 2/3 of the US adult population currently uses a smartphone, with the majority relying on iOS (Apple) or Android (Google open source) operating systems to power their devices.
iPhones, made by Apple, have Wallet (originally called Passbook), the mobile wallet application created by Apple, as an OEM install that may not be deleted without rooting the device. Apple leverages Apple Pay and Apple Watch on the Passbook framework and is also developing a HomeKit and HealthKit for iOS devices that leverages the same technology base.
Android users currently have a number of options, developed by third party app developers and accessed from Google Play. Samsung has announced the creation of its own payment and wallet platform, Samsung Pay.
Other wallets are in development by companies as varying as Facebook (Messenger), Paypal/Venmo, WalmartPay, MasterCard, Visa, Square, and Amazon. Many banks are exploring the idea of launching their own mobile wallet apps.
iPhone 6 and 6+ with Passbook wallet ads
But How Does It Work?
Mobile wallet marketing is a very simple process. Small bits of computer programming are wrapped into what is called a pass. This pass will then display on the device – in Wallet – and the information it contains will appear on the screen.
There are different types of passes, and you may be familiar with using a mobile wallet to display a boarding pass if you have flown in the past year on any of the larger airlines such as United, Southwest, American or Virgin. Fandango also drops passes into mobile devices for movie tickets; Starbucks and Sephora use passes to help manage their loyalty and gift card programs.
A number of these passes, specifically iOS, are natively integrated with the iBeacon, a short range Bluetooth transmitter that meets certain Apple specifications, and triggers a response from the device when it comes into range. Both Apple Wallet and third party Android wallet applications passes are compatible with geofencing, or medium range notifications triggered when the phone’s built in GPS signals its location to be within the range set by the applications for notification.
Here are a few examples of GREAT uses of mobile wallet marketing:
- Digital marketers – as online marketing professionals are only too aware, being in constant contact with prospects and clients is paramount to creating an ongoing relationship with those clients. The ability to engage and communicate with prospects, clients and students is critical to maintaining a close, ongoing relationship. Sending notifications and updates when new course materials or additional funnel products are being released is elemental to generating traffic and interest in products.
- VIP & Concierge Services – mobile wallet marketing is a FANTASTIC OPPORTUNITY to offer your clients something new and exciting, while simple to use. Creating contact lists of passes with geo-location or iBeacon messages to get your point across. Simple graphics and some creative thought for Live Link text and URL destinations are the basic building blocks of a good campaign.
- Real Estate Professionals – create a pass for each property that you list so that interested buyers can download the information about the home to their smart phone, and take it with them when they go to look at properties they like. When a home is taken out of inventory, the pass can be converted to a regular business card, or perhaps a similar home in a nearby neighborhood might take its place. In either case, the prospective buyer could be notified when the home was sold — or when an offer had been made, possibly prompting the buyer to also make an offer. You can use geofencing and iBeacons on property to give them more information or to trigger a contact with you if no one is at the property when they arrive.
- Podcast Hosts & Producers – send updates directly to mobile when you launch a new episode, feature archived content, or want to promote other content your listeners might like; this drives listener numbers up, gets your more subscriptions, more social shares and the share feature gives you a better chance for viral content distribution.