Probably the best-known application of Wallet is the digital
boarding pass. You add the digital boarding pass to your Wallet app
, receive the most important information about the flight and can conveniently check in at the gate. But there is a wide range of uses for Wallet. Used correctly, digital cards can create a lot of added value for companies and users alike.
Find out more here!
Mobile marketing is the addressing of users via mobile devices. Due to the increasing use of smartphones and tablets, marketing and advertising are also focusing on this format.
According to the mobile-first approach, websites are set up specifically for access via mobile devices. Advertising banners are also specially adapted for this format and vouchers or promotions are sent to consumers via SMS or e-mail. Increasingly, Wallet is now also being used as a channel for targeting.
Wallet apps are apps that store digital cards such as admission tickets, vouchers, loyalty cards or boarding passes and means of payment such as credit cards. The best-known wallet apps that also enable payment transactions are Apple Wallet and Google Pay. This allows users to pay directly at the checkout via their smartphone.
First of all, one essential goal is pursued: to make information easily and quickly accessible. With the help of further functions, the user experience can be improved even further. For example, by dynamically maintaining the maps, up-to-date information can always be provided. A larger amount of information and links can be made available to users on the back of the map. In addition, they can be reminded by push notifications, which are also displayed on the lock screen based on location and time.
However, themost important goal remains the functionality of the card itself. Simplified access to an event, direct redemption of discounts and coupons or collection of loyalty points by validating or scanning the code on the front of the card.
For example, the customer journey for a customer could be supplemented by Wallet: As part of a new product launch by a company, a discount is offered to customers who have downloaded a Wallet card. For the personalised discount, customer data is requested and leads are generated. Customers are reminded near branches to redeem the discount. Time-based reminders are also sent before the offer expires.
Customers redeem the discount and the card is converted into a loyalty card. They now receive relevant information about the brand and product and are digitally kept up to date about further offers.
With the help of the information on the back of the card, customers can quickly and easily find out more. This gives them access to product information, product videos, social media channels or their local retailer.
Mobile wallet marketing can help to achieve one's own communication goals even more effectively and efficiently. The smartphone as a touchpoint, which moves permanently with the user, is moving closer and closer to the focus of advertisers, as the scatter loss is greatly reduced.
As with every measure, however, the most important thing is never to lose sight of the customers and their needs. Only if there is real added value for the user that goes beyond the convenience of the technology itself is the use of Wallet recommended.
Sounds complicated? netzwerk P can guide you safely to your goal with its expertise in the use of Wallet.
Download our whitepaper here, check out our #digitalk and get more know-how around new generation direct marketing. We have summarised the combination of analysis, consulting and solution in the area of mobile wallet marketing as [nP]pocket.
For the 30th Mercedes-Benz JuniorCup, we developed various communications measures around the event for our client, Mercedes-Benz AG.
Digital extensions must be catchy and offer added value for the end user.
Interested? I look forward to your questions and exciting conversations about mobile wallet marketing!
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