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A recent Mobile Marketer article about MGM Resorts describes how using a well-designed mobile marketing app immediately when launching customer loyalty programs boosts overall results. The app contains a daily sweepstakes, loyalty, concierge directory, games, maps, and even virtual tours.

MGM Mobile Branded App

The first thing I like about the program is how the mobile marketing app was launched in conjunction with the loyalty program. Many marketers, advertisers and brands, when launching a new customer loyalty program, stick to the tried-and-true, leaving a mobile app marketing strategy until later. Companies mail plastic cards and lavish four-color brochures, send emails and launch new web pages describing program benefits.

By providing a branded app along with the launch of a loyalty program, you give interested people an immediate way to take action and get excited. Mobile branded apps, in fact, are one of the most effective ways to stay in touch with customers and encourage interaction with your brand on a regular basis.

Brand Loyalty Improves with Mobile Marketing App Exposure

As MGM discovered, smart phone owners engaged in the MGM brand on a daily basis are drawn to the app through interactive sweepstakes and contests. Apps entice users to seek more information and become familiar with your company. This immediate familiarity makes people feel more comfortable with a brand, and also trains them on how to use the app. It’s also a great fit with the gaming aspect of MGM’s business.

MGM management observed, as smartphones apps have grown, that combining an iPhone and Android app for marketing, coordinated with promotions (sweepstakes, dining, entertainment and events) improves campaign results. That boosted customer loyalty as users segmented themselves by revealing desired services when using the app.

Hospitality, entertainment and other verticals aren’t unique. When mobile marketing app consumers engage on a regular basis with your mobile-branded app, your products, services and image become imprinted in consumers’ minds. This is critical as brands compete for mind share in mobile space.

Mobile Segmentation Boost

It’s interesting to think how mobile users segment themselves as they use mobile apps daily. By choosing specific offers—gaming, lodging, shows or entertainment–mobile app users disclose their interests when interacting with the brand, improving target marketing.

This also offers a competitive advantage to any brand or marketer to “tweak” the app for maximum ROI by engaging audiences in innovative ways.

Building Customer Loyalty through Mobile Apps

In a previous article about MGM and mobile marketing apps, I discussed how brands can use mobile apps to draw people to their resort destinations. It’s good to see brands like MGM continue innovating across the mobile channel. Customers appreciate the additional content and engagement shown by brands using multi-channel approaches.

Customer Loyalty and Retention

Building customer loyalty, retention and company branding is challenging. As more brands and advertisers, like MGM Resorts, leverage the marketing power of mobile apps, consistent messaging in the marketing mix improves campaign results.

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