Screenshot from the MobileSavings.net admin and a real estate property listing pass.
Smartphones today are fundamentally changing the way we communicate and interact while mobile.
In the same way that cell phones untethered us from our telephones many years ago, smartphones now provide access to all the same resources – phone, web, email, etc. – that we have in our homes and offices, revolutionizing how goods and services are bought and sold.
One significant impact of smartphones is the evolution of mobile wallet marketing.
The mobile wallet, or digital wallet, enables us to store credit card credentials, boarding passes, event tickets, loyalty and gift cards on the phone, altering the way we shop for goods and services. The ability to communicate, inform and influence customers, up to and including the moment of purchase, forever changing advertising and promotions.
Apple Passbook and Google Wallet, along with other digital wallets were created for this specific purpose, but can also be used in, oh-so-many additional ways. Today we’ll explore a little of what they may offer as a communications channel in addition to their specific purpose of customer engagement.
The essential element to Apple Passbook and Google Wallet is the pass.
It can be a boarding pass, event ticket, or a type of store card. We’ll focus on the store card since the others are very specific types of passes to be used only once. The store card however, is a pass that can be installed and updated until it is deleted.
Let’s review what passes are and how they’re distributed. A pass has two sides – front and back. On the front are two graphics (a small logo and the pass image) and four lines of text (two on the pass image itself and two below). On the back, however, are open data fields that can contain a rich assortment of information, including live links to web content, phone numbers that open the Phone Dialer and addresses that open the Maps application. The key here is that passes can be updated at any time, providing a very flexible communications channel between the pass issuer and the user
Passes can be distributed in several ways:
- Email opened on the phone
- SMS messages to the phone
- AirDrop to or from another iPhone
- QR code scan – anywhere a pass QR code can be displayed and scanned
- Clicking a link on a web page, or social media post, on the phone
Once installed, updating installed passes creates a one-to-many communications channel for the issuer.
This allows the issuer to send specific messages to groups of users with similar interests, user profiles, or product and services interests.
In real estate, for example, this could be all those interested in a specific property, or certain types of properties. The realtor creates passes for specific properties, or certain types of properties, and distributes them as shown above. The realtor can then communicate directly with those prospects through changes to the pass as properties become available or as listings change. In addition, using geofencing notifications on the pass, a realtor can alert clients when they are approaching a property or point out specific features of a property by using iBeacons or other types of beacons placed on the property.
In every industry and business, mobile wallet marketing enables targeted, pertinent and timely information to be provided when and where needed, raising customer engagement to an entirely new level; the list is essentially endless! How will you use mobile wallet marketing? We can help!
Click here to install a mobile wallet marketing campaign pass onto your phone(best results with iPhone).