Marketers redistribute funds to include mobile marketing

I found an interesting article in my inbox this morning regarding the growth mobile marketing is experiencing in this abysmal economy. Even with marketing budgets being slashed due to the economic downturn, mobile marketing has seen an increase in spending. Apparently, this is because people are redistributing their marketing budget, and shifting more funds toward SMS text message marketing and other forms of mobile marketing, like a mobiel Web site.

Why the shift? As people become more and more saturated with advertising and marketing, they become generally more resistant to it. The biggest reason mobile marketing has done so well is because it is the most personal marketing channel yet. Furthermore, because it is so personal, mobile marketing has a very high ROI—something every marketer is in need of right now. Another interesting point the article made was that many companies and organizations were originally very hesitant to invest and try SMS text message marketing, but once they do try it, they generally invest in it again.

News out of the Mobile World Congress 2009

Even given the current economic crisis, claims are being made that mobile marketing is still booming. Word out of the Mobile World Congress, in Barcelona, is that there are no signs of a slowdown in the mobile world. In fact, most attendees and exhibitors are saying that it’s quite a relief to see that people are actively investing in SMS text message marketing.

Other news that came out of the conference, much to my surprise, was the thought that the iPhone is brainwashing Americans, apparently in both positive and negative ways. The reasoning behind this is that consumers in the US have now started using the iPhone as minicomputers—driving up mobile Web traffic and depending on the phone to function like an actual PC. This has been a huge factor as to why the iPhone has become a huge success here. On the contrary, in other parts of the world, phones are still being used as phones and not to surf the Web or retrieve e-mail. Therefore, those who are building mobile apps solely for the iPhone, will run into trouble globally because is not the highest selling handset. Either way, I’m sure it was an amazing event to attend, and I’m sure it’ll be even more interesting next year.

Nike jumps on the SMS bandwagon by utilizing mobile bar codes

Another huge company has made the transition to incorporating SMS text message marketing in their overall marketing campaigns. They introduced the new campaign at a Mt. Dew event, which was specifically chosen because they’re targeted a younger demographic.

The campaign used various elements to try and engage mobile users. By taking a picture of two dimensional bar codes posted around the event, users can then text the pictures to the short code provided. When the picture message is received, mobile users then receive anything from athlete’s videos, pictures and other kinds of information instantaneously. The interesting thing about this campaign is that consumers can receive content without having to specifically sign up for anything, while Nike is able to bolster brand awareness and customer loyalty.

Emergency response via SMS

Once again, I came across another interesting use of SMS messaging. Now that cell phones are beyond mainstream, they’re starting to be looked as a great resource for notifying the masses of emergency situations like tsunamis, earthquakes, tidal waves and wildfires.

SMS text messaging is a cost-effective way to deploy messages to the masses—a great resource for governments, schools, universities and communities. For example, in the case of natural emergencies, SMS text messages can be sent to people to inform them of just about anything—what’s going on, what’s being done to help and how to evacuate properly.

Furthermore, SMS can be used to notify local officials and emergency response teams of situations as well. Just another interesting use of SMS text messaging technology, and the various ways in which it can be used.

Cold Stone Creamery turns to SMS marketing to boost business

I stumbled upon another great use and example of SMS text messaging’s ability to engage consumers. Obviously, the holiday season isn’t the busiest time of year for ice cream sales, so Cold Stone Creamery decided to step up their marketing efforts during their “off season.” They ran a tv commercial, targeting families and asking people to text “CREAM” to a six digit short code. Viewers who texted in then received a mobile coupon for a buy one get one offer that expired at the end of January.

Though ice cream isn’t the most popular during the colder time of year, Cold Stone was most likely banking on the popularity of “free” items and giveaways—especially during the holiday season of a recession. Something else worth mentioning is that Cold Stone was attracted to SMS text message marketing because it is a green method of marketing—a pro of SMS that is often ignored.

Jack in the Box conceptualizes and executes multi-channel mobile marketing campaign featuring SMS text message marketing

Jack in the Box ran a TV ad during the Super Bowl—the most popular and watched televised ads that run the entire year. The commercial ended with a Web site address, and there are two versions of the site, one normal and one mobile. For mobile users, when they accessed the Web site, users were offered a downloadable coupon for a free order of fries. Jack in the Box also asks people to sign up for the latest on what’s going on with their mascot, therefore, they’re collecting and building their database of customer information.

Not only are people asked to enter their own personal information to opt in to the campaign, but they’re also asked to tell their friends. Word of mouth is a great method of marketing, and best of all, it’s free.

So for this one campaign to boost business and customer loyalty, Jack in the Box used television advertising, a traditional Web site, a mobile Web site and SMS text message marketing. However, SMS text message marketing is the most integral part of this particular campaign, because it is the element that will continually engage customers and bring in business.

Subway now takes sandwich orders via SMS text message

Subway has adapted the use of a new technology—they’re letting customers order sandwiches, via SMS text message, ahead of time so that they’re ready to be picked up when you get there. The free service is currently available in New York, and the only thing consumers have to do is send a text message to a six digit short code. The consumer then receives a text message back saying that the order has been received, and then gives the time the order will ready.

However, before using the service, users must first sign up on a Web site, and submit credit card information—therefore, no cash is needed when the order is picked up. There are numerous benefits to this SMS service, it simplifies the ordering process, which will bring in repeat business and it builds customer loyalty.

SMS text message marketing boosts other sporting events

A few days ago I addressed how SMS text messaging was used at the Super Bowl for security purposes. However, I wanted to use a case study to demonstrate the effectiveness of SMS text message marketing at other kinds of sporting events.

For example, it is common knowledge that sports teams need fans to be successful. If there is no public interest in a team, the team ceases to exist sooner or later. Such is the case with a British soccer team Aston Villa. The team wasn’t selling tickets and filling the stadium, so the organization sought out ways in which to do so. The answer to their problem was SMS text message marketing—they broadcasted messages to the opted in phone numbers of fans calling for support.

Once the message is received, the fans can actually purchase tickets right there with just the use of their cell phones. What an easy way to engage fans and fill up the stadium.

Google’s SMS goes haywire: who’s responsible for the charges?

I was reading an article talking about how Google’s SMS search feature might be defective. Sometime in the early AM of February 3, Google’s software sent dozens of unwanted messages to the users of this particular service.

Obviously, as far as the average consumer is concerned, there are cell phone and text message packages that run the gamut. For some, text messaging is unlimited, and therefore, a mishap like this has no effect on those users. However, there are some people who pay over 25 cents per text message—so receiving a few dozen unexpected messages can add up, especially when someone isn’t expecting it.

Subsequently, when people woke up to see they’d received numerous text messages, they called Google for answers. Apparently, Google told them to call their service provider and try to straighten it out first. If Google doesn’t accept responsibility, will this greatly affect their reputation and business? And depending on the terms upon sign up for the SMS service, is Google even really responsible at all? Are these kinds of incidents and issues more common in SMS text message marketing, or is it really a much more stable method of marketing as it seems?

An interesting use of SMS at the Super Bowl

I was reading about the Super Bowl this morning, and in addition to the ads that featured SMS text message marketing, I came across an interesting use of SMS text messaging for those who were actually spectators at the game. Since it is the Super Bowl, people tend to get overly drunk and rowdy, the NFL decided they wanted to create some kind of reporting system for incidents and fights, and things of that nature.

The NFL posted signs around the stadium that said to report unruly fans by texting the word “fan” along with the issue and the location to a designated short code. This text message then went directly to the security command center at the stadium, and they were able to handle it from there. The benefits of using this kind of technology are that it is anonymous, and it helps make up for limited security in stadiums. Not surprisingly, they’re planning on using the same kind of technology at most NFL and collegiate games. Just another interesting use of SMS text messaging…