While the industry buzzed and buzzed this year about social media (often using social media to do so!), another marketing discipline was steadily convincing a growing group of marketers to divert funds from offline channels. And while it likely will take another year or two to mature into a major player on the marketing front, mobile marketing has been putting up some convincing numbers.
Most top brands already have one, but all businesses need to get one: A chief content officer.
Heather Fletcher, senior editor of Target Marketing magazine, talks with Eric Harber, president and chief operating officer of Kirkland, Wash.-based HipCricket, during DMA09 in San Diego. Harber elaborates on mobile marketing strategies direct marketers should understand.
Advergaming has been around for years, but it’s never been more popular than right now—and for good reason. More and more, consumers congregate online for shopping, research and entertainment purposes. While tactics such as banner ads provide an opportunity to target online, they fail to engage consumers the way advergames can.
The only hard part of Publishers Clearing House's mobile marketing plan is going to be getting that huge check to fit in those tiny cell phones. In June, PCH launched two iPhone applications—PCH Trivia and PCH Slots—to begin its push into the mobile marketing arena. Historically a direct marketing giant, PCH expects a lot from this marketing channel that fits in the palm of a hand.
Direct mailers take note: Despite the dismal economy, the strength of the mobile web is evident. As a result, it may be time to consider integrating mobile marketing—where ads are text-messaged or sent to mobile phones—into a future campaign. Just look at the statistics: Total U.S. mobile web users increased 3 percent between April and May this year, according to a mobile report from the Nielsen Co. In addition, retail mobile marketing promotional campaigns increased 6 percent between the two months, according to Millennial Media's May Scorecard for Mobile Advertising Reach and Targeting.
Shaquille O'Neal's call to Cleveland Cavaliers fans on July 2 held double meaning for the NBA franchise. That day, phones rang for 32,595 Cavs fans who then learned from The Big Witness himself that they could come watch the new center in his quest to "Win a Ring for the King."
When then presidential candidate Barack Obama used text messaging to announce his selection of a running mate, the event signaled a coming of age for mobile, particularly short message service (SMS), as a direct marketing channel. That the content of the SMS announcement—Joe Biden of Delaware was Obama’s choice—was trumped by leaks to the traditional media made the method of delivery no less significant. The campaign successfully used a promotion to build an opt-in mobile database of more than 3 million supporters with whom to communicate and motivate for the longer haul.
Challenge: Lead generation aimed at adding to the e-mail database, increasing the Facebook following, testing mobile marketing and driving traffic to the restaurants. Solution: Provide a free burger with contest sign-up; provide dessert incentives for e-mail and mobile sign-up; and give away a Toyota Prius for the best Ted’s Burger love story submitted online via video, image, audio or text document. Results: 6,622 entries, of which 52 percent opted in to the e-mail program. Ted’s Facebook page saw a 40 percent increase in fans during March, bringing the total to 1,996. Plus, 394 customers wanted to receive text messages.