Tums Tries Mobile To Reach Consumers Without A Real Call To Action

Posted on May 21, 2012


As more market research is done every month on the nature of mobile usage by consumers, one small tidbit has come out from Sapient in late 2011. It goes like this, just as a great mobile brand experience (like a landing page) improves customer CTR and conversion, the reverse is also try, a poor or confused brand experience on mobile leads to loss of consumers trying again. Just some food for thought.

Mobile Marketer- Rimma Kats- Article– Tums helps consumers fight heartburn via mobile campaign “In reviewing the Tums ad on mobile, it takes me a click into the banner ad, to a landing page with few questions and an image, to a mobile site and there still wasn’t a promotion,” said Marci Troutman, CEO of SiteMinis.

Tums is using mobile advertising to promote its new product and incorporating social media into the mix to help spread the word.

The company is running mobile ads within Us Magazine’s mobile site. The campaign is part of a bigger push to reach consumers on the go

“The purpose of mobile ads is to gain eyeballs on a brand with a takeaway for the brand of which could be one of the following – a new customer, capturing data or driving consumers to a location for a promotion.

Ms. Troutman is not affiliated with Tums. She commented based on her expertise on the subject.

Tums did not respond to press inquiries.

Upping the ante
The Tums mobile ad reads “Are Your Favorite Foods Fighting You?”

When consumers tap on the mobile ad, they are asked if items such as pepperoni give them heartburn and bad breath.

After the series of questions, the company’s Tums Freshers are introduced and encourage fast relief and  fresh breath.

Below the product, there are three icons – Facebook, Twitter and a Try Now button which leads consumers to the company’s mobile site.

Via the mobile site, users are able to learn more about the Tums Freshers and other Tums products.

Additionally, by incorporating social media icons such as Twitter and Facebook, Tums is able to continue building a relationship with the consumers.

Mobile engagement
A mobile ad campaign such as this is a great way for Tums to promote its new products.

Consumers constantly have their mobile devices with them at all times and by running targeted and relevant campaigns, marketers are able to place their products in the hands of new and existing customers.

“The Tums site is mobilized well, the banner is clear, and the landing page is optimized well, the next step is to make sure an action happens to prove an ROI on the mobile marketing campaign dollars spent for the ad,” Ms. Troutman said.

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