Archive for the ‘Mobile Marketing’ Category

Your cell phone provider knows where you are and where you’ve been … and spreads the word

July 6, 2012

Excerpted from Real Clear Technology

Cellphone companies hold onto your location information for years and routinely provide it to police.

At least tens of thousands of times a year, they hand cellphone location information to the FBI or police officers who have a court order.

They also analyze your information to send you targeted ads for their own services or from outside companies.

But, there is one person cell phone companies will not share your location information with …


Click to see how your cell provider’s policies stack up

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Shopping in Singapore is off the wall … literally!

March 1, 2012

Punch line: PayPal seeks to capture the attention of daily subway commuters in Singapore with ‘mobile shopping walls.’

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Excerpted from “Shop Right Off The Subway Wall With PayPal”


Online payment service company PayPal is trialing a new mobile shopping initiative that allows customers to point and purchase using QR codes. PayPal has created catalog ‘mobile shopping walls’ in 15 metro stations in Singapore.  QR is short for Quick Response. They can be read quickly by a cell phone.

They are used to take a piece of information from a transitory media and put it in to your cell phone.

You may soon see QR Codes in a magazine advert, on a billboard, a web page or even on someone’s t-shirt.

Once it is in your cell phone, it may give you details about that business (allowing users to search for nearby locations), or details about the person wearing the t-shirt, show you a URL which you can click to see a trailer for a movie, or it may give you a coupon which you can use in a local outlet.

The reason why QR codes are more useful than a standard barcode is that they can store (and digitally present) much more data, including url links, geo coordinates, and text.

The other key feature of QR Codes is that instead of requiring a chunky hand-held scanner to scan them, many modern cell phones can scan them.

The large display features Valentine’s Day offers from eight participating retailers. The user will need to first download the PayPal QR code reader app, which scans the barcodes and allow the user to log into PayPal to purchase the items.

QR codes are quickly on the rise with an incredible increase of over 4500% of QR code scans between 2010 and 2011.

These square barcodes have been particularly popular in Singapore due to the rapid growth of smartphone ownership and free accessible Wi-Fi across the city.

Edit by KJM

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Proud to be a Marketer …

August 12, 2011

From Prof. Mark Perry’s blog

“Britain’s female beach volleyball champions are renting out their rears in an advertising deal that encourages spectators to photograph their behinds.

Zara Dampney, 24, and Shauna Mullin, 26, have turned their bottoms into their bottom line by wearing bikini briefs with a Quick Response (QR) code printed on the back where it will catch the eye of spectators.

When photographed on a smartphone, the code takes the user to a specific website – in this case, for bookmakers Betfair.”


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Location-based Marketing hits it stride … SBUX leads the way

February 25, 2011

TakeAway: Location based marketing is exploding as restaurants and other food venues draw in  more customers.

LBM allows restaurants to reach a pool of consumers who are social media savvy and are “hyper-engaged” with the brand.

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Excerpted from MediaPost, “Location-Based Marketing To Diners To ‘Explode’ ” by Karleen Lukovitz, February 15, 2011

Restaurants’ use of location-based marketing to… “explode” in 2011…

As consumers’ uptake of location-based services continues to mushroom, with competitors “not only becoming ubiquitous, but also more sophisticated,” …

Starbucks routinely shows the largest volumes of Foursquare check-ins with McDonald’s generally in second place and Chipotle and Burger King within the top 10, ….

… one in five (21%) consumers who consider going out to restaurants “part of their lifestyles” already uses cell phones or other portable devices to place orders, and nearly four in 10 adult consumers use social media platforms to learn about restaurants, …

…the scale of Facebook interaction …not only enables restaurant brands to imprint themselves on consumers and make relevant, well-timed offers, it is a critical means of building a pool of consumers for purposes of ramping up location-based advertising and promotions.

Starbucks has more than 1,700 Facebook friends per restaurant unit, and Facebook users are over 70% more likely than average to visit Starbucks. …Chipotle Mexican Grill has nearly 1,200 Facebook friends per unit. Engaged Facebook users are nearly 70% more likely than average to patronize this chain, and “hyper-engaged” users are more than 85% more likely.

…Twitter and its geolocation service are offering restaurants a significant opportunity to reach a younger, more urban, multicultural audience, …also proven a critical tool for attracting patrons for urban food trucks and mobile foodservice units — which are increasingly common among big brands, as well as independents.

Mobile devices are also… driving rapid restaurant adoption of in-restaurant, point-of-sale promotions and auto payment systems.

“The restaurant industry is in the midst of being shaped by the convergence of the mobile, always connected, consumer; location-based and context-aware technological innovation; and mobile payments — all of which are already demonstrating the potential to redefine how to cultivate restaurant guest loyalty, incentivize dining occasions and better tailor marketing messages,”

Edit by HH

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Mobile ads more effective than TV … ring, ring.

February 18, 2011

TakeAway: Data showing effectiveness of mobile advertising, specifically Apple’s iAd platform just released.

Folks seeing ads on their mobile devices via iAds are more likely to remember the brand, like the product and want to buy it more than those who see an ad on TV.

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Excerpted from AdAge, “Apple, Campbell’s Say iAds Twice as Effective as TV” by Kunar Patel, February 3, 2011

It’s been seven months since the first iAds — …and now that those campaigns are over, we’re seeing the first effectiveness study, funded by Apple and one of iAd’s early adopters, Campbell’s.

In it, is a fairly big claim: Those exposed to one of Campbell’s iAds were more than twice as likely to recall it than those who had seen a TV ad. …the five-week study showed that iAd consumers remembered the brand “Campbell’s” five times more often than TV ad respondents and the ad messaging three times more often.

IAd respondents intended to purchase Campbell’s four times more than the TV group and that they liked the ad five times more.

… Apple is looking for data that would persuade existing marketers to renew or increase their initial investment as well as win over new advertisers standing on the sidelines. The problem Apple is facing is for their high cost of entry — a reported $1 million minimum for first-run advertisers — many other options exist for mobile advertising, including rich-media competitors like Medialets that look and feel a lot like an iAd.

… Out of 53 million impressions, 1% of users that saw the ad clicked through and spent an average of nearly one minute perusing it. …these results for iAd also beat the marketer’s benchmarks for static banner ads.

… “This does show, in really traditionally brand metric terms, that iAd really outperformed.”… The study was put in place to validate mobile, a relatively new medium for the marketer.

The brand is struggling with preconceptions of the decades-old brand and iAd was a way to frame the brand in a new light.

…the survey could also reflect overall demographic differences of each medium, or the targeting that Campbell’s used in their iAd campaign. The iAd sample was weighted to reflect the iPhone and iPod Touch universe in terms of age, gender and income, while TV survey results were weighted for a general TV audience.

Edit by HH

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What’s an iPhone without AT&T? … a hot-selling iPod Touch.

January 4, 2010

Punch line: While Apple’s iPhone grabs headlines, the cheaper iPod touch keeps gaining devoted fans … thanks to strong functionality and, well, no dependency on AT&T.

Trend to watch: As my students know, I’m very critical of cell phone service — dead spots, crackling reception, dropped calls, slow upload / download speeds.  Wonder if iPod Touch (and Apple’s tablet to follow) will give a super-boost to WiFi coverage and obsolete cell phone technology.  Hmmm.

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Business Week: iPod Touch’s Holiday Sales Spike Likely Beat the iPhone’s, December 30, 2009

Ever since Apple introduced the iPhone in the summer of 2007, it has been hailed as one of the most revolutionary products in tech history. By comparison, the iPod touch, which has all the iPhone’s features without the cell phone, has been downright publicity-starved.

But this holiday season, it seems the thinner, cheaper iPod touch may be Apple’s breakout hit …  iPod touch sales soared more than 100%, to 7.2 million, in the final quarter of 2009, while iPhone sales rose 53%, to 11.3 million.

Post-Christmas, the number of apps downloaded onto … iPod touches surpassed the iPhone. “It wasn’t just that the iPod touch barely squeaked by … It blew the doors off the iPhone—and overnight.”

The iPod touch can do pretty much anything an iPhone can do, and for a lot less money. It features the same slick multi-touch interface and can run almost all the 100,000-plus programs in Apple’s App store. The device has taken the portable gaming market by storm

The main difference is that the iPod touch does not work over cellular networks, so owners must be within striking distance of a Wi-Fi hotspot to go online or download apps. But Wi-Fi is available in most homes, offices, airports, and coffee joints, either for free or for a few bucks—but it costs nowhere near the monthly $100 of an AT&T contract.

This year, iPod touch sales may be getting an extra boost from the travails of AT&T, the exclusive carrier of the iPhone in the U.S.

Because of Ma Bell’s network problems, including frequent dropped calls and spotty Net access in cities such as New York and San Francisco, many consumers are opting to carry a new iPod touch along with their old cell phone rather than rely on an iPhone. Many users carry a BlackBerry  for email and making calls, and an  iPod touch for running apps and going online.

Some folks may soon be tempted by Apple’s much-rumored tablet device. Sources expect the tablet device to be roughly three times the size of an iPhone, making it well-suited for playing games, running apps, and reading e-books or online newspapers. The device may also rely on Wi-Fi, allowing Apple to further distance itself from AT&T’s service woes.

Full article:

Ring, ring, ring … want a couple of bucks off?

October 28, 2009

TakeAway:  Mobile coupons delivered directly  to  smartphones are catching on, spurring impulse purchases. 

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Excerpted from CNBC, “Coupons Via Cellphone: Whipping Up the Impulse Buy,” By Christina Cheddar Bank, October 15, 2009

To date, the concept of receiving coupons on your cell phone has been more theory than practice. This is despite a resurgence in coupon use and an increasing dependence on cell phones.

But with the focus on mobile coupons as a marketing tool on the rise, is the industry heading to an inflection point? A new Harris interactive survey … of more than 2,000 adults … found that 42 percent of those who were between 18 and 34 years old, and 33 percent of those 35 to 44 years old are at least somewhat interested in receiving opt-in alerts on their cell phones for specials at their favorite establishments …

This type of technology is even more impressive when one considers how many purchases consumers make on the fly … 9-in-10 Americans have made an impulse purchase when they were out shopping in a store based on a sale or a special that was going on around where they were … Among adults who own a cell phone, nearly a quarter — some 22 percent — make this type of purchase at least once per week or more often …

1020 Placecast  has designed a system to use digital marketing and mobile devices in an attempt to drive consumers to specific locations.  Using their systems, a restaurant or retailer can send an alert to a customer’s phone whenever the person is nearing its location … developed applications for the Apple’s iPhone and other devices to help consumers sort through coupons and pair them with their grocery lists … also trying out a system that allows shoppers to browse through coupon offerings on its Web site, then load the offers on to a key tag. Once at the store, shoppers can wave their key tags over the scanner during checkout in order to get the credit.

Both companies caution this is still early days for these technologies.

However, with the number of smartphone users on the rise … penetration is about 15 percent in the U.S. today (about 40 million phones) … most forecasts call for that number to at least double by the end of 2011 … coupled with the yet untapped interest, there may be significant opportunities for a technology that is simple enough for consumers to understand and appreciate …

Still, at this time, the reality is there is still more buzz about mobile coupons than people actually using these offers. But as retailers look to hone in on how they can improve relationships with their customers it seems the demand for this type of service is there.

Edit by TJS

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Full Article

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Your cellphone will keep you connected … with companies trying to sell you something.

June 2, 2009

Summary: The jargon is “mobile marketing” — marketers placing ads, coupons, reminders, and links in and around your cellphone apps.  It’s the next wave of innovative marketing and will spread quickly.  Why? Because it seems to work.

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Excerpted from Business Week, “Pandora: Unleashing Mobile Phone Ads: Kraft, Nike, and others are getting results advertising on Pandora’s mobile music service. Is cell-phone marketing finally taking off?” By Tom Lowry, May 21, 2009

It’s just a matter of time until mobile marketing will take off in the U.S.  … for two reasons: Web-surfing smartphones are selling briskly even in a downturn, and applications for those gadgets … are proliferating.

People are spending a lot more time playing games, watching TV, and shopping on their phones. That’s what marketers call engagement, a fancy way of saying people are paying attention. Companies, of course, prize that, so they’re looking for mobile applications that are a good fit for their brands.

Which brings us to Pandora, a nine-year-old, free online service that lets users design “radio stations” based on their musical preferences. Since Pandora launched a mobile edition two years ago, it has signed up 6 million people…That has prompted the likes of Best Buy, Dockers, Target, and Nike to buy ads on Pandora and experiment with what remains a cheap advertising medium

“Marketers, especially consumer brands, have to take mobile seriously now. You have to be where your customer works, lives, and plays.”

Pandora has become a test bed because people who use the service tend to spend a lot of time playing around with it. They are constantly creating stations, rating songs, and scrolling through playlists to find artists they don’t know … on average subscribers use the mobile service about 90 minutes a day (though there are no independent numbers).

Advertisers are trying out Pandora in myriad ways. Sometimes it’s as a direct marketing tool. Domino’s, for example, puts up ads that urge people to call in for a pizza directly from their phones.

Other companies are using coupons. Docker’s offered a 20% discount if visitors went to the brand’s site and entered a promotional code .

Some companies prompt users to watch movie clips where their products are featured prominently.

If one thing has surprised advertisers, it’s how avidly consumers are responding. Target says 27% more people clicked on its ad for the release of Christina Aguilera’s greatest hits CD last fall than on any other mobile Web campaign. The ad urged users to visit a site where they could get a free Aguilera ringtone and buy the album…

Sonos, which sells home music systems, just wrapped up a campaign on Pandora. DeAnna Wassom, Sonos’ senior marketing director, says she has never seen better customer response in her 20 years in the business. The ads asked people to click through to a promotional video. Typically, only 1% to 2% of people click on ads overall. But nearly 5% clicked in this case…and almost 40% of those clicking watched the entire video. During the campaign, nearly twice as many people asked to be put on Sonos’ e-mail list as those signing up on the company’s regular site.

Most brands have no clue how to market on mobile devices. Many try to do too much, including making sites so technologically flashy that they crash phones. The key is to keep it simplebuild special mobile sites, because regular ones don’t translate well to supersmall screens.

Edit by TJS

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