Mobile Marketing, marketing on a mobile phone/device, has become increasingly popular ever since the rise of SMS (Short Message Service). Mobile marketing is a rather new channel to communicate/market to the mobile consumer and will only become more and more popular. As a marketer, you should know there are 3 types of campaigns most likely to attract the mobile generation: Promotional campaigns, Loyalty campaigns and Transactional campaigns.
Promotional campaigns use mobile as a participation mechanism, rewarding consumers with valuable offers in exchange for participating. Example: Starbucks texting reminders for National Coffee Break Day.
Loyalty marketing leverages what is truly unique about mobile devices — the fact they are always on and available — without asking consumers to do anything they could or should do on a wired computer. Example: Foot Locker sending consumers mobile coupons.
Transactional mobile campaigns reward consumers with ringtones and other downloadable content. Example – TNA Wrestling used transaction-based mobile marketing to increase revenue with mobile subscription services, trivia and pools to increase viewership and brand awareness. Through this marketing campaign, premium SMS monthly consumers received text messages from some of the TNA wrestlers, as well as TNA wallpapers, ringtones, videos and news alerts.
In the news…Procter & Gamble’s first mobile marketing campaign is promoting Crest’s Whitening Plus Scope Extreme Toothpaste by enticing club-goers with an “Irresistibility IQ” quiz. This is the first in an ambitious approach to mobile marketing. The promotion works by advertising on bar napkins, club bathroom signs and other unorthodox mediums to introduce the “Irresistibility IQ.” Those willing to participate simply text the words “IQ” or “Extreme” to the number 27278 (CREST). The program also entices participants with sweepstakes for prizes such as video iPods.
Sources I used:
1. wikipedia.org
2. Advertising Age
Summary:
1) There are 3 types of campaigns used with mobile marketing – promotional, loyalty and transactional
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The real question that marketers want to know is – are consumers really willing to view, click on (accept) ads on their cell phone?
I know from personal experience that if a brand is willing to make unique content / tools available to me – then I’m willing to view their ad.
On the other hand, I am not interested in viewing ads on my cell phone just for fun.
According to the annual “Mobile Attitude and Usage Study” put out by the Mobile marketing Association and research partner Synovate, 1 out of 4 mobile subscribers in the U.S. and Western Europe says they have either “strong interest” or at least “moderate interest” in being marketed to through their mobile phones.
But that interest is still dwarfed by the response from Asia and Latin America where one-half and two-thirds of cell phone users say they have some interest in getting mobile marketing messages.