Mobile marketing for segments over 25 years old

Continuing with the report I started writing about yesterday, today I would like to comment on various actions carried out by brands, which aim to develop and retain market segments that until now have not been targeted through mobile marketing.

Specifically, this report echoes 3 projects that I find particularly interesting:

1. An application of Lancome to try out different types of makeup (this one may still be understood as being for under 25s, but I still find it interesting). The app can be downloaded here: Lancome
2. An application of Nestlé for pregnant women, offering relevant information and value-added services specific to this market segment. The application is supported by a website and various blogs. The application can be downloaded here: Becoming a Mother
3. An application of Kraft iFood is a paid app for recipe management, with 601 users still using it 6 months later. The app can be downloaded here: iFood

We can see that mobile marketing is starting to be carried out not only at users under 25 years of age, but is also targeting more mature users who also use these devices.

As with any digital marketing action, the secret is none other than microsegmentation and customer orientation:

• On the one hand, looking for small and specific segments that are really difficult to reach without digital means.
• On the other hand, think about what content and services could be interesting for these microsegments and offer them for free or at a symbolic cost.

It is interesting to see how brands, thanks to the use of this type of application, are changing the relationship they have with their customers: they are moving from basing their relationship on the consumption of their products to basing it on the consumption of their services as a way of improving the relationship with their customers so that they end up buying more products. The marketing departments of the major brands must all be in the midst of a transformation.

The full report can be downloaded here:

“Smart Smartphone Marketing: Why Mobile Marketing Matters”.

May everything go well.