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Tide boasts brand awareness via targeted mobile ads

Procter & Gamble?s Tide is promoting its new products and letting consumers find their ideal detergent via targeted mobile ads.

The company is running expandable and full-page mobile ads within Pandora?s iPhone app. It is using mobile to promote its Tide with Downey product.

?Smart brands will seek to engage with consumers whenever and wherever they can and mobile provides a powerful platform for this,? said Wilson Kerr, Boston-based mobile marketing consultant. 

?Contextual relevance could be used by Tide to, for example, link the ad display with locations that are relevant to the product, in realtime,? he said.

?Points of interest like laundramats or playgrounds could be geofenced and used as triggers to increase response rates.?

Mr. Kerr is not affiliated with Tide. He commented based on his expertise on the subject.

Tide did not respond to press inquiries.

Mobile target
The mobile ad reads ?MyTide for an added touch of softness.?

Consumers can tap on the ad to find learn more about the company?s products.

Consumers can learn more about Tide products via the mobile ad

When consumers tap on the ad they are redirected to a mobile landing page where they can use the My Tide Product Selector and answer four questions to find the ideal Tide product.

Additionally, users can browse tide products and reviews to see what other customers say about them.

Users can also browse special offers and download the Tide Stain Brain app where they can get the scoop on how to get rid of 85 different stains.

Customer relationships
Running a targeted as such as this helps Tide build a relationship not only with its existing customers, but with new ones as well.

Consumers have their mobile devices on them most of the day and mobile is an ideal channel to target them. 

?Mobile advertising is hot, but has taken a painfully long time to mature,? Mr. Kerr said. ?However, by linking mobile marketing to incremental sales converted via tracked mobile commerce, smart brands can tap the true power of mobile.

?Linking the locations where Tide is sold to the campaign via a mobile-optimized landing page for click-throughs, would allow Tide to delivering a mobile coupon to consumers in close proximity to the point of sale where the coupon could be redeemed,? he said.

?Most top mobile ad networks offer this sort of functionality ? Google Mobile and Where.com are but two examples.?

Final Take
Rimma Kats is staff reporter on Mobile Marketer, New York