Recently there has been an increasing level of scrutiny of some of the most often used online marketing practices. A number of high profile discussions have broken out over the efficacy of some of the staple marketing strategies.
Doubts have been raised about the actual level of engagement and tangible results of Facebook ads, long a central pillar of the marketing manager’s strategy. The pervasion of Adblocker has prompted the search for alternative approaches and a renewed focus on ‘native’ advertising. Even Youtube ads have come under criticism due to the frequency with which people skip them and the sense of frustration they engender with users.
With this in mind, it is perhaps no wonder that less invasive, more participatory modes of reaching customers are making their way onto marketers to do lists.
Interactive marketing is a term that encompasses a wide range of channels, concepts and disciplines. At its heart it is about creating content and experiences that engage consumers and require their input through any of your touch points.
One famous example of interactive marketing is Lego’s Hour of Code which encourages kids to code with simple online modules based around their little coloured bricks.
Other examples could include creating a gamified experience on a customer landing page. It might equally be providing a short, sharp and fun quiz that offers your customers a multiple choice question, perhaps in return for store credit or the chance to win a prize. Great content may not even require any incentive to drive it.
The benefits are obvious. On one hand marketers are being pushed to try new things by shortcomings in their existing toolkits. ‘Eyeballs’ aren’t adding up to sales. Adblocking software is limiting the effectiveness of online ad campaigns. Pushed content is creating a disconnect between the message and the irritation it causes when consumers are interrupted.
On the other hand, marketers are being pulled by the inventiveness, playfulness and far greater user satisfaction created by an interactive marketing experience. The customers’ opinions are given value. They are offered something in exchange for their time – be that rewards or just a fun experience.
Perhaps more importantly than anything else, interactive marketing offers the potential for actionable data. The more genuine engagement you can gain from your consumers, the richer the understanding you will gain. The scope and range of the ways in which marketers can get their customers to engage is limited only by their own creativity. It’s a huge topic, and one which is absolutely essential to the Fonebox philosophy, so we will dig deeper into some of these issues in the near future.
Want to find out how Fonebox can help you create a better experience for your customers? Get in touch.
Transport for West Midlands (TfWM), part of the West Midlands Combined Authority (WMCA) has introduced Fonebox charging units to 10 bus stations in the West Midlands.
The facilities now installed at Walsall, Wednesbury, Dudley, Stourbridge, Bliston, Halesowen, Wolverhampton, West Bromwich, Cradley Heath and Coventry will enable passengers to charge their smartphone battery by up to 50% in 30 minutes after registering with Fonebox to use the free service.
Cllr Roger Lawrence, Leader of the City of Wolverhampton Council and WMCA portfolio holder for transport, said: “These improvements are a fantastic addition for some of our busiest bus stations.
“The Fonebox chargers are a really great bonus for passengers: they’re completely free to use and will ensure nobody has to run out of battery while travelling on our network this Christmas.”
The Fonebox facilities are to be installed at no cost to TfWM, however it will enable the authority to generate income through a share of advertising revenue.
Nathan Hughes, Founder of Fonebox, said: “Fonebox is delighted to partner with TfWM to offer a much-needed service throughout their bus stations.
Customers can now use any of the Fonebox kiosks completely free – keeping them connected and charged while they travel throughout the West Midlands.”
Fonebox is please to announce we have partnered with a Wolverhampton based media company, AJB Media, an independent advertising agency offering clients bespoke media planning and buying services. AJB Media will be taking advertising bookings for all our phone charging kiosk, based across Bus Station in the West Midlands. Make sure you get in touch with them to get your adverts seen by a huge audience. Contact 01902 844507 to find out more.
Our Saudi Partners have done a fantastic job getting our kiosk into SACO. One of Saudi Arabias busiest Home Good Stores have now got free charging for their customers.
We are always on the lookout for more partners globally to take on the Fonebox and utilise its many features that are both beneficial for the customers and the venues. An amazing way to increase dwell time and basket size.
Fonebox creates entirely new advertising opportunities by inverting the problem of poor smartphone battery
Advertisers and content marketers understand the power of mobile advertising for reaching consumers and why such customer engagement is important. Poor battery life currently restricts mobile marketing from achieving its full potential to engage customers in conversation. But Liverpool-based startup Fonebox has turned poor smartphone battery life into new opportunities for marketers and ways to engage their consumers through free, interactive phone charging terminals: advertisers can now engage potential customers precisely at the point at which they would normally have lost contact with them.
Advertising on phones is often limited to direct and distracting pop-ups or sponsored content on social networking sites, and does not necessarily align itself with the physical setting the consumer finds themselves in. Physical, static advertising in hospitality, retail or festivals is often passive, lacks interaction with consumers and struggles to generate meaningful data with which to optimise ad or product campaigns and customer engagement strategies.
Led by Nathan Hughes and Jeremy Vaughan, Fonebox has created an entirely new advertising opportunity in the UK by allowing venues to offer mobile phone charging terminals for free to their customers. Backed by advertisers and venues alike, the mobile phone charging stations offer a raft of new marketing innovation ideas: providing interactive ways for companies to create positive experiences for their consumers through on-screen advertising, quick customer surveys and branding on the charging terminal itself.
With its secure phone charging stations, Fonebox is addressing these limitations by offering creative advertising ideas and providing a measurable way to approach and engage with customers. Optional, fast surveys are presented to the user on screen, allowing media companies to rapidly collect consumer data during the simple and efficient process of starting a charge. Media companies can also monitor exposure of their advertising through data created by Fonebox terminals on user numbers, charge duration and unmet user demand.
People need to stay connected. Smartphone battery performance does not currently allow customers to use their handsets whenever they need to. Fonebox facilitates a positive connection between brands wanting to engage their target market and customers’ needing to keep their phones switched on. Free, secure charging terminals offer an instant positive association with a brand by allowing consumers to continue using their handsets for longer. This positive association is afforded double exposure by users returning to collect a phone, galvanising brand association and repeating the impact of a message.
With Fonebox stations, media companies can now target and engage customers in any location where they spend time. Terminals can be placed in all types of venues from hospitality and retail, healthcare and events, to sporting venues and festivals.