Home Mobile MobileBridge Beefs Up Its In-App Content Creation Tools

MobileBridge Beefs Up Its In-App Content Creation Tools

SHARE:

MobileBridge2There’s CRM and then there’s MRM – mobile relationship management.

In-app marketing company MobileBridge is looking to span the two with cloud-based tech that combines marketing automation and loyalty to boost app engagement.

MobileBridge integrates both with a brand’s app and with its traditional CRM partners, including SAP, Microsoft Dynamics, Oracle, IBM, Marketo and Salesforce Marketing Cloud, formerly ExactTarget. MobileBridge also hooks into POS systems.

“A lot of apps simply don’t engage users at all,” said Eyal Oster, CEO and founder of MobileBridge, which rolled out expanded content creation functionality on Tuesday, including the ability to incorporate rotating product shots within in-app games, polls, coupons and other related content.

Oster argues this solution is more aesthetically pleasing than sending out “a push notification that looks like an SMS message from 1995” and that it incorporates context. He noted that MobileBridge’s tools enable advertisers to dole out loyalty points tied to in-app actions and in-store beacon interactions.

One such advertiser is Medispa, a Milan, Italy-based health and wellness company that owns and operates several hundred kiosks located in pharmacies where customers can go to run basic diagnostic tests around things like bone density, metabolic rate or vascular health.

The Medispa app is only available to customers who sign up at one of the physical kiosks, at which point they’re given a link to download the app and register. Having encouraged the initial install, however, re-engagement and boosting return foot traffic are ongoing challenges.

To increase footfalls to its wellness stalls, the company tapped MobileBridge to target its app users with a personalized digital scratch-card game and location-aware coupons with calls to action around in-store redemption. Users were also shown in-app videos based on their profile demonstrating the health benefits of Medispa’s offerings and offered in-store incentives hinged on their social sharing of Medispa content.

According to Medispa CEO Andrea Prina, the company saw increased app usage and an uptick in revenue from in-store sales.

That, in Oster’s view, is the ultimate goal: a closed-loop system from app to store.

Another client, for example, a chain of DIY stores, used MobileBridge to connect its app to its POS system as well as to its CRM system, SAP in this case.

Subscribe

AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

Around the holiday season, customers within the vicinity of one of the chain’s locations were targeted with an in-app mobile game that offered players the chance to get a discount on their purchase of a Christmas tree with free lighting thrown in. When players entered the store with their in-app coupon, the app directed them right to the tree section. The campaign culminated in a 7.8% conversion rate at the point of sale.

“It’s just a question of making the user experience engaging and fun,” Oster said. “But it’s not just about sending push notifications, but rather about getting the visuals right, the context right and the experience right.”

Founded in 2012, MobileBridge, which recently passed the 40-employee mark, maintains offices in Switzerland and the Netherlands, as well as small sales outposts in Milan and Paris, and recently opened locations in London and Orange County, Calif., with Asia Pacific next on the list.

The company’s client roster includes Nestlé, Pirelli, Osem subsidiary Tivall, Sabra, DigitasLBi and Forbes Digital Commerce. MobileBridge raised $3.5 million in seed funding in early 2014 led by SAP-owned hybris software CEO Ariel F. Lüdi, who also sits on the MobileBridge board.

Must Read

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.

Marketecture Buys AdTechGod (No, Really)

Marketecture has acquired AdTechGod – an anonymous ad tech Twitter poster turned one-man content studio – and the AdTech Forum, an information resource hosted by AdTechGod and Jeremy Bloom.

Why The False Advertising Lawsuit Against Poppi Is Bad News For RMNs

This week’s dispatch explores the new trend of false advertising class-action suits in the food and CPG industry and how the evolution of online, data-driven retail media could exacerbate the problem.