Mobility marketing is now a key component for companies that want to bring about lasting changes in the behaviour of their target group. Many organisations are looking for ways to raise awareness of their services and at the same time have a positive impact on the environment. Mobility Marketing provides targeted support for communication and dialogue with customers, employees and the public. It's not just about traditional advertising, but about holistic strategies that have a lasting impact on behaviour.
Why mobility marketing is becoming increasingly important
More and more people are looking for flexible and environmentally friendly solutions for their daily journeys. Companies and public institutions are realising that they are often no longer getting through with traditional marketing measures. Mobility Marketing focuses on dialogue, information and incentives. For example, flyers and workshops can be used to encourage families to cycle. Companies offer their employees e-bike hire or carpool platforms. And barrier-free offers with simple explanations are being developed for older people.
Many transport companies use digital channels to communicate their offers directly. Social media, messenger services and apps help to reach the target group in a targeted manner. The networking of offers and clear communication create synergies and promote acceptance.
Mobility marketing in practice: examples from the industry
Co-operation as the key to success
Companies are increasingly joining forces to offer joint mobility solutions. One example is the cooperation between energy suppliers and micromobility providers. Both benefit: The energy suppliers find buyers for their electricity and the mobility providers receive additional advertising impact. Housing associations offer their residents attractive offers and can therefore build fewer parking spaces. Companies reduce their mobility costs and at the same time promote the health of their employees.
Another example is the establishment of exclusive mobility stations at the company site. Employees can conveniently borrow pedelecs there and get to work flexibly. Such co-operations create win-win situations and strengthen the image of the companies involved.
Public transport companies also work together with local partners. Joint campaigns are launched under a standardised logo, which increases the recognition and success of the offers.
Digital channels and innovative campaigns
Digital communication is playing an increasingly important role in mobility marketing. One transport company launched a selfie campaign via WhatsApp. Participants took photos of themselves in modernised trains and were able to take part in a competition. The campaign was very successful and promoted the visibility of the offer. WhatsApp's intuitive user interface contributed significantly to its success.
Another example is the use of chatbots for counselling and information. Young people can get advice on their skills and interests and receive targeted recommendations. Such digital tools make communication easier and more direct.
Companies also rely on mobile apps and SMS campaigns to inform and motivate their employees. Push messages and personalised offers help to increase engagement.
iROI coaching: Support for mobility marketing projects
Many organisations are looking for support to successfully implement their mobility marketing strategies. iROI-Coaching supports companies and public institutions in the development and implementation of mobility marketing projects. The consultancy includes analysing the target group, developing communication strategies and implementing measures.
Customers often come to us with questions such as: How can we best reach our target group? Which digital channels make sense? How can we establish collaborations? iROI coaching provides impetus and supports implementation.
A company from the outdoor industry wanted to change the mobility of its employees in the long term. iROI Coaching supported the project with workshops, information material and a mobility lottery. Employees were able to borrow e-bikes free of charge and take part in repair courses. The result was a measurable reduction in CO2 emissions at the site.
BEST PRACTICE with one customer (name hidden due to NDA contract) A medium-sized company wanted to improve the mobility of its employees. iROI-Coaching developed a holistic mobility marketing strategy. This included workshops, information material and a mobility lottery. Employees were able to borrow e-bikes free of charge and take part in repair courses. The result was a measurable reduction in CO2 emissions at the site. Employees reported greater satisfaction and flexibility in their everyday lives.
My analysis
Mobility marketing is more than just advertising. It is a holistic strategy that changes behaviour in the long term. Companies and public organisations can use targeted measures to raise awareness of their offers and have a positive impact on the environment at the same time. Collaboration with partners, the use of digital channels and support from experts such as iROI coaching are important building blocks for success.
Further links from the text above:
Mobility Marketing: How to win the minds of your target group
Examples of strong collaborations in shared mobility
Guide to Mobile Marketing: Definition, Strategies, and More
Conversational marketing: 16 innovative examples
Mobile Marketing Definition, Strategy Types & Examples
DKV Mobility achieves 25 million impressions thanks to marketing
New Mobility, New Marketing: Rethinking the Communication Journey Ahead
Effective Marketing Strategies for Mobility Equipment Sales and Services
Content marketing agency for the mobility industry
What is Mobility Marketing and How Can It Enhance Your Business?
Tapping new sources of income in the mobility market
Digital Marketing Strategies for Mobility Apps
Design customised digital marketing campaigns
Mobile marketing examples and trends
Event - NEO Mobility Marketeers
LINK Mobility | Mobile communication that inspires customers
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