Why marketers should pay attention to mobile media

Considering the financial events of the past few months, it is clear that a wake-up call is being sounded across the entire business community.

The ramifications are forcing virtually every company to re-think how they do business and determine where they are susceptible to losses and financial waste.

It should be blatantly apparent that the same old methods have not been working for awhile, and now consumers are the ones exposing those weaknesses.
Starbucks, once the shining star for branding and daily decadence, announced that their profits for the past quarter dropped a staggering 97 percent year over year.

This is just a recent example of how all kinds of companies need to address their audience better and make their expenditures go further.

The demand for advertising accountability is climbing faster than a scared spider monkey. Yet media plans remain so focused on traditional areas that lack the effectiveness they once had.

However, sitting on the sidelines is one media outlet that can deliver significant return on investment and strong consumer engagement opportunities. It works well with its traditional brethren, and has great price points.

Let me introduce you to my good friend, mobile marketing.

The time of thinking of mobile applications as just a “fad” has passed.
There is a 255-million-person audience that uses their current mobile devices for multiple purposes.

The visual, audio and interactive elements that are offered directly in a consumer’s pocket are undisputable. It is merely a matter of creatively wielding the underlying technology to engage people, based on the business needs of companies.

The mobile phone can be a business’ strongest direct response channel. It can be a natural extension of existing online and offline services. It can be the avenue to build one-to-one relationships with an entirely new customer base.
Doesn’t this sound like the game plan that companies are currently searching for?

From a financial standpoint, mobile marketing is highly economical in the current marketplace.
As the mobile arena as a whole grew in its hype cycle, it drew a flood of new development and media platform companies. As a result of the new competition, and supply far exceeding demand, prices have dropped considerably, even in areas where companies are not direct competitors.

Companies that offer text messaging campaigns or mobile marketing are being forced down by mobile banner ad networks offering options on the cheap, which then affects the next subgroup, and so on.

Essentially, if companies use the word “mobile” somewhere in their elevator pitch, you can drive them down on price and extend your budget considerably.

The same is not true with traditional media.

Find your favorite research report and they all point out the same thing: network-television watching is down considerably from last year.

In an environment where the consumer can choose from hundreds of channels—if they even choose to watch TV instead of YouTube or Hulu—it seems backwards to be moving media dollars towards network TV ad buys.

However, this is precisely what multiple brands and agencies are currently doing. Economic uncertainty should drive innovation and creativity and not push companies even further back to ultra-traditional approaches.

It used to be that playing it safe kept your job. However, the current tolerance for lack of results is much lower, and accounts and business are lost just that quickly.

Instead, taking an approach that is practical, yet also dramatically increases your brand goals, seems prudent.

For a largeer corporation, $100,000 spend on TV buys may give you a couple of 30-second spots, some DVR-skipping and ultimately diminishing returns.

That same money spent in mobile can create a robust campaign complete with nationwide targeted media and direct consumer interactions, while creating a cornerstone for building customer relationships for the next decade.

Even better, using the two media outlets in an integrated platform can yield results beyond the benefits of each alone.

Adding text message calls-to-action in TV commercials that drive consumers to the company’s new mobile environment increases engagement without increasing costs.
For example, a Detroit car company debuts its new hybrid during an ad spot on the nightly network news. This takes advantage of the wide potential audience that TV still affords, and creates a launching point for consumer engagement.
The spot announces a sweepstakes where the company will give out a new car to one person in every state over the next 50 days, accessible only by sending in a text message.

Consumers respond, and receive a branded text message that further promotes the vehicle, and has a link to the new car’s mobile Web site.

As the brand is clever, the site goes beyond simple specifications, and engages the consumer viscerally, selling the experience of the car itself and enabling the scheduling of a “test experience.”

While the news plays, a concurrent mobile advertising initiative launches with shrewdly-placed mobile banner ads running on sites and applications. All roads lead back to the mobile site.

With this effort, audience reach is both targeted and wide-spanning. And every interaction has tracking and accountability built into it. Media buying just got a whole lot smarter.

The environment has clearly shaped the need for change, and for marketers, mobile marketing represents an easy, smart choice. It is only a matter of getting some good counsel to get started.

There is no reason to begin from scratch, as you can “buy” the understanding of the media from people and companies experienced in the area.
Find your mobile maven, and let them guide you to de-mystify this world. Your marketing dollars demand it.

Small-to-medium sized businesses can benefit heavily from mobile marketing as well. A $10,000 advertising budget for print media can go a long when text messaging or mobile marketing is incorporated into the campaign. The best part is, the mobile marketing piece will only use about 10% of that budget and can increase ROI 10-20 times!

For more information of how Mobile Marketing can provide greater results for your business, visit our website www.505Text.com.

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JCPenney adds mobile to holiday marketing mix

Department store chain J. C. Penney Company Inc. has launched an integrated marketing campaign and mobile just happens to be one of the components.

The campaign highlights JCPenney’s affordable gift assortment and invites customers to celebrate in the joy of giving this holiday season. Consistent with its Every Day Matters approach, JCPenney’s marketing campaign communicates to customers that JCPenney understands their financial pressures and is designed to showcase the great value in shopping with the retailer.

“The mobile channel serves as just another way for us to reach our customers,” said Kate Parkhouse, spokeswoman for JCPenney, Plano, TX.

“Starting the week of Thanksgiving we will be letting our site visitors sign up to get SMS alerts to their handsets,” she said.

The mobile alerts will consist of shopping tips, gift ideas and some that will include a link to a WAP site built especially for this campaign. Ms. Parkhouse would not disclose the WAP site's address until launch time.

Additionally, on Black Friday, Nov. 28 - the day after Thanksgiving - JCPenney stores open at 4 a.m. and shoppers can sign up for a wake-up call to their mobile phone.

The company's WAP site will have store-locator functionality and will provide site visitors with the option of checking the weather.

The WAP site only features holiday merchandise. Consumers will only be able to shop the mobile site and not buy.

The campaign will comprise pre-print, direct mail, national television ads, radio, online and email components as well.

JCPenney’s integrated marketing campaign will focus heavily on the retailer’s range of affordable gifts this season.

Building on last year’s effort, JCPenney will once again highlight its “red box gifts” – a collection of 60 of the best and brightest gifts to give and get this Christmas.
Along with providing customers the option to sign-up for a wake-up call the day after Thanksgiving, JCPenney will promote its stores’ 4 a.m. opening through a TV broadcast commercial, “Turkey Tailgate.”

Launching Nov. 26, the spot has a unique approach to the typical day after Thanksgiving tradition of waking up early by featuring shoppers tailgating with their Thanksgiving turkey leftovers in the JCPenney parking lot as they anxiously wait for the store to open.

"The mobile component is meant to get our target audience excited about coming into our stores to do their holiday shopping this season," Ms. Parkhouse said.

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Phone for Fish - use your cellphone to find an eco-safe fish

Splurging on seafood tonight? Don't forget your cellphone. Technology is making it easier to eat your favorite fish eco-consciously. If you text to 30644 with the message FISH and the name of the fish you are considering having (for example, FISH SEA BASS), the Blue Ocean Institute, a nonprofit marine conservation organization, will text you back immediately with any significant environmental concerns about the fish in question. A red flag is given to any species that is overfished or that contains high levels of mercury, PCBs, or pesticides. Should that be the case with your choice, a better, green-flagged alternative will be suggested.

The Blue Ocean Institute currently tracks more than 90 marine species, including oysters and other shellfish, and it is constantly updating its database. A new sushi guide also is available online to download. How's that for a guilt-free sole? Visit www.blueocean.org for more info on eco-friendly fish.

For more information on Mobile Marketing for your business or organization, visit www.5o5Text.com.