Mobile marketing is becoming more popular on a daily basis.
It seems that 2012 and 2013 were the turning years for companies using mobile
marketing and 2014 is projected to be even better. The most engaging ad
campaigns are ran through mobile applications. (Murphy, 2013) I found some great
examples online that may help you understand how mobile marketing can really
benefit a business.
The San Diego Chargers wanted to be able to interact with
their fans even in the off season on a more personal level so they came up with
a way to take their relationship with their fans to the next level. You can
text CHARGERS to 48307 and will instantly begin to receive updates about
news-related Chargers alerts. These alerts include scores, statistics, player
updates and injuries. (Newswire, 2012) By doing this they are allowing their
fans to feel as if they are in an exclusive group and it keeps them excited
about the up-coming season which, hopefully, leads to more ticket sales.
Another great example is Target’s cartwheel app. This being
an app that you can download for free on your phone versus alerts being sent to
you via text; this mobile marketing campaign allows the user to utilize it when
they need it. Target used Facebook to promote their app and as users use
Cartwheel the app can post on the users behalf onto Facebook so it shares the
deals you received. (Top Five Mobile Campaigns of 2013, 2013) The Cartwheel app basically
is a mobile coupon app that offers discounts to the user on select items. The
items change often and as you use the app the more coupons you are able to
store in your account. The great part is that it offers one barcode that they
scan when you check out and the discounts come right off the total. You can
even stack your Cartwheel coupon with other coupons and your 5% off by using
their Target credit or debit card. This was a brilliant idea of Target as
people who enjoy using coupons but maybe don’t have time to cut them or don’t
get the Sunday paper now feel that they are able to get a good deal at the
store. They also saw an increase in credit and debit card users as people are
on a roll with saving, they might as well open a card so they can always get an
additional 5% off.
Taking mobile marketing a step further you can look at
location based mobile advertising campaigns. Quiznos did a campaign in
Portland, Oregon. They targeted people between 18 and 34 who had visited a
similar quick-service restaurant like a Subway or Jimmy Johns and were within a
3 mile radius of a Quiznos restaurant within Portland, Oregon. At the end of
their campaign they saw nearly 3.7 million new ad impressions and with a 20%
boost in coupon redemption's within that area as compared to similar nationwide
campaigns. (Top Five Mobile Campaigns of 2013, 2013) By doing this they
were able to make the user feel as if they were getting an exclusive deal that
was specialized for them. This then proved to give them a great return on
investment.
Return on investment is what a lot of companies struggle
with when trying to decide if they want to use a mobile marketing campaign
because it can sometimes be hard to determine. The way I look at it is if they
get even 100 more followers online that is 100 more than they didn’t have.
However, when they invest a lot of money into a campaign they can easily track
their return on investment by having some sort of a promo code, or like Target,
a special barcode that gets used which shows and tracks how many times it is
used.
In 2014 experts are expecting to see even more from
businesses when it comes to mobile marketing. They are predicting to see that
large rich media ads will be more efficient. The overall audience
responsiveness to larger ad formats will increase. They say that the most
popular and effective mobile ads are entertainment, travel and automotive and
they will remain the most popular. And they also see that in-app campaigns will
become more profitable because there is more data out there to determine the
ROI and also companies have gone through the processes with experience to
determine what works and what doesn’t. (Murphy, 2013)
Mobile marketing is going to get even bigger and companies
need to continue to push the limits and keep their followers engaged. Mobile
marketing only works if users are enticed to play along. The companies that do
the best and stay ahead of the game are the ones that will continue to succeed.
I found this great clip on YouTube that really makes you
stop and think for one minute how much you may use your mobile device and where
the future is going when it comes to mobile marketing. It really helped me make
full sense of this. Enjoy! (Gonzy, 2012)
Bibliography
Top Five Mobile Campaigns of 2013. (2013, September 25). Retrieved December 10, 2013,
from Martin-Wilbourn Partners: http://mwpartners.com/mobilecampaigns
Gonzy, G. (2012, December 2). Mobile Marketing
2013- 12 Amazing Facts. Retrieved December 9, 2013, from You Tube:
http://youtu.be/5lVkcG5GJTI
Murphy, D. (2013, November 22). What 2013 Tells
us About 2014 in Mobile Advertising. Retrieved December 10, 2013, from
Mobile Marketing Magazine:
http://mobilemarketingmagazine.com/what-2013-tells-us-about-2014-in-mobile-advertising/
Newswire, P. (2012, May 30). Vibes and San Diego
Chargers Kick Off New Mobile Marketing Campaign. Retrieved December 10,
2013, from Academic OneFile:
http://go.galegroup.com/ps/i.do?id=GALE%7CA291380553&v=2.1&u=mnapcl&it=r&p=AONE&sw=w&asid=1c7ac5924ef0dfad840d4778c3b515f4
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