You can tell mobile marketing has arrived in the United States by the fact The Apprentice challenges candidates creating an SMS campaign. As Textually explains, in the second episode the candidates are challenged with developing a text messaging campaign to promote the Gillette Fusion, a razor system with five blades in one head.
Brandrepublic reports British Airways will soon start using mobile marketing as part of its promotional and customer service activities. BA has been testing the medium during 2005 and given the positive results, it’s ready to make mobile communication part of its business. They recently have appointed Incentivated to run the mobile activities.
Small and medium size companies using mobile marketing are reporting good results. Brandrepublic quotes a new research by Textalert saying that 72% of SMEs using text messaging reported a rise in turnover of over 10%. The article also reports the main problem SME are facing when using mobile marketing is recipients’ fear of being spammed.
Serial Wireless reports of a mobile marketing campaign created by PhoneValley to promote the home video version of Bad Boys II. The campaign, launched in France last April, allows users to download the movie’s logo to their mobile phones. A terrible initiative to promote a terrible movie?
Eight out of ten mobile phone users in Europe wouldn’t mind receiving promotional offers and marketing messages via SMS. The surprising information comes out of a recent research by Empower Interactive, which found out that people will accept promotions about local entertainment and retail operations. Despite this trend, only few brands have started using mobile marketing as part of their promotional strategy. The news is reported on Revolution Magazine but the article lacks of important information to make the whole industry happy. People might be willing of receiving mobile coupons, messages concerning text & win campaigns, but we can’t consequently assume they want to get messages simply saying “the new XXX product is out” or “wash your hands with XXX they will be softer than ever”. So the research doesn’t come up with good news for the entire mobile marketing industry, rather for small medium businesses with a local reach.
Murphy�s (the beer), and Enpocket (the marketing expert) have teamed up to create an SMS text-based, cross-carrier limerick campaign that gives the public poetic licence to showcase their creative writing skills. As explained in the press release The �Take the Murphy�s Challenge� campaign will be launched to coincide with St. Patrick�s day. Donal O�Sullivan, Marketing Manager, Murphy�s said:“St. Patrick�s Day is an important period for Murphy�s in terms of business and branding. The �Take the Murphy�s Challenge� campaign will awaken the creative spirit amongst those celebrating on St. Patrick�s Day and raise interest with the public at large in the run up to 17th March”
Len Ellis presents today on ClickZ an introduction to wireless marketing. Since mobile phones are getting popular and popular in the USA it’s time for the American marketer to start considering this powerful but tangled device. Wireless marketing can prove very effective both for declaring a brand victory or defeat. That’s why, as Ellis points out, every campaign needs to be guided by or collecting personal information face the same hurdles:Permission: Consent to give personal information Privacy: Protection of personal information Relevance: Personalization and appropriateness Value: Receipt of some tangible benefit
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