Big brands are launching this summer mobile marketing campaigns in the US. Bringing with them the experience of similar initiatives run in Europe in the last few years, companies like Coca-Cola, McDonald’s and Heineken have started using mobile elements to target the American market. AdAge reports consumers packaged-goods brands like Nesquik and Starburst are particularly active, opting for low risk on-pack promotions. Coca-Cola instead is exploring the rich and fascinating world of mobile games. But the article highlights an interesting aspect: marketers are increasingly interested in mobile marketing, but the agencies aren’t (yet) there to help them and provide ideas and resources… All right, if you need help, you know where to find me… Tag = mobile marketing
On his company’s blog, Juanjo gives us some insights from a recent campaign Duplex Marketing has carried out for Sony. It was an on-pack promotion which urged people to text the shortcode they found on the CD pack to a special number, in order to win prizes. The initiative obtained a 10 percent redemption rate, with about 20 to 40 percent of the people submitting codes more than once. I know text2win is just the simplest way to try mobile marketing and it’s doesn’t help much in building a relationship, but I do like it as a “way-in”. On-pack promotions and SMS codes are a good solution to educate both advertisers and the public to the potentials of wireless marketing. It’s a question of building trust: advertisers will learn there is a new, direct and personal channel to promote themselves, and users will understand they can enter mobile sweepstakes at no risk of being spammed with unwanted SMS. Of course this is a delicate game that needs to be played by the rules. Cheat and die. Tag = mobile marketing
The Audi TT Quattro Sport model is currently being pushed in the UK with a rich media mobile marketing campaign. Thanks to the technology provided by MindMatics and MassOne, smartphones users are able to view content related to the TT Quattro Sport just texting a shortcode. The content is sent as a self-contained data packet that’s designed to run on 2.5G and 3G smartphones on UK networks. Viewers can take a tour of the entire car, using their keypads to zoom in on particular features. There are also wallpapers available to download and the option to send the content to a friend. Print direct marketing and online advertising are also part of the effort.
Salon Text Alert is a new SMS marketing tool which enables hair and beauty businesses to send out promotional messages to the customers’ mobile phones. Having collected customer’s mobile phone numbers, salon owners simply enter the message, input the numbers of their customers into an online address book, and click “send”. The service is available on a pay-per-use system, so hairdressers just pay for the messages they send out. I like the idea of small business exploring mobile marketing. I know it might appear like an expensive solution if their clients’ database has more than, let’s say 500 contacts, but we have to consider the advantages of such communication channel. You directly and immediately reach the person you want to reach. Of course this has to be based on an strict opt-in policy. Furthermore, we have to remember such kind of mobile marketing promotion should not be run more than once per month, in order not to annoy recipients.
Lastminute.com has partnered with Mobycards to enable users sending personalised postcards to their friends from the MMS pictures taken during the holidays. Netimperative explains the service costs 2.5 pounds and holiday makers will be able to send post cards to any address in the UK just texting the MMS to a special number.
DMNews explains the basics of mobile marketing. Nothing special, but if you don’t know anything about it, take note: - it’s not a mass marketing tool - it’s not (just) about advertising - works better if integrated with other media - it’s a two-way channel and last, but not least… - people are very sensitive: to spam is to die!
Incentivated has been selected by the Greater London Authority to provide targeted mobile marketing communications to Londoners. Texting the word “Mayor” to the shortcode 62967 Londoners will have the possibility to discover a new range of location-based services and mobile commerce services such as the “Ticket request by SMS”. Mobile marketing will also be used to promote events in the capital and inform people about the GLA initiatives. [News via E-Consultancy]
New market segments are opening their doors to mobile marketing. If we look at the results of the recent Ogygen Media initiative for Mr Romance, we see conversion rates where pretty good also among young women (18-33 years old). The campaign was based on a permission-based list provided by ipsh! which allowed targeting by age and geographic location sending out about 50,000 messages. Over 15 percent of the women who received the SMS actively responded to the message, and Oxygen also reported a 30 percent jump in traffic to its website during the two days the campaign was running.
Nestlé has partnered with m-Qube to launch a mobile marketing initiative connected to its Nesquick brand. The cross-carrier campaign will run in the United States targeting teens and young adults with an instant-win game connected to an on-pack promotion. The idea to go mobile was facilitated by Publicis Dialog/Los Angeles, whose Managing Director, Mary Puls, commented:Mobile is an impactful and relevant communications channel for teens and young adults, and Publicis Dialog is pleased to have helped Nestle capitalize on this new and exciting promotional channel
In Switzerland Lipton Ice Tea is getting ready for the crucial season for its sales with an advertising campaign which includes Tv spots, billboards and in-store promotions. Persoenlich (in German) reports mobile marketing is also part of the effort, with a “text to win” game which gives away an incredibly rich series of prizes: 5 yellow DaimlerChrysler Voyager branded Lipton. Given the prizes, you can really tell the initiative runs in Switzerland… The agency behind the campaign is JWT+H+F.
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