Mobile Marketing Poised for Growth with Technology Tools
By Dana Kohlbeck, PR Specialist Coalesce Marketing & Design, Inc.
Originally printed in the June 16, 2008, MarketSmart Column of the Appleton Post-Crescent
While mobile marketing has yet to become a mainstream medium — ad spending reached a mere $2.7 billion in 2007 — industry experts predict that newly emerging technologies will be the tipping point to mobile marketing mania, with spending expected to reach more than $19 billion in 2012.
Greater universal accessibility to mobile Internet, increasing advertisement metrics technology, better graphics, improving screen features and increasing uniformity with mobile carriers are common cited reasons for a more welcoming mobile marketing platform. What's more, new technology applications also offer new opportunities to interact with the on-the-go consumer.
Downloadable tools: Companies are successfully creating downloadable tools or interactive icons for mobile users as a component of larger promotions. For example, as the lead sponsor of a global surfing competition, Quiksilver® created an alert system for mobile devices, providing information on wave height, weather conditions, competing surfers and more. This opt-in tool allowed consumers to interact directly with Quiksilver and heighten brand awareness.
GPS tracking: Global positioning systems are becoming common applications in mobile devices, and marketers can now gain access to users' coordinates. When a consumer drives past a store location, a coupon can be electronically sent to their mobile device. Marketers feel GPS has the potential to enhance consumers' experiences with welcomed, relevant offerings.
Coupon applications: Clipping coupons has never been easier! Mobile marketing applications, such as Cellfire, display coupons, which users can check-off using their mobile device, creating "shopping lists." The information is electronically sent to participating retailers where consumers redeem the savings through a loyalty identification number. Consumers can also pass on coupons to friends.
Social media rewards: Providing incentives is a great way to capture consumer attention, and Virgin Mobile® is creating brand loyalty as they help customers earn free wireless minutes. Customers who opt-in to the company's "Fund My Phone" program, review ad clips, answer survey questions, respond to branded text messages, or forward the information on to friends earn free airtime. More than 700,000 Virgin customers participate.
New technology applications hold great potential and can help large- to small-sized businesses reach their target audiences. Experiment with small campaigns first, and for best results, use opt-in programs to engage the consumers who choose to participate.