Thursday, June 20, 2013

Empire Avenue Sets a New Standard in Social Media Innovation

Empire Avenue has found a way to take Social Media to the next level with their ground-breaking, all-in-one, social metrics and stock exchange platform. Signing up for an account is simple, it’s free, and the benefits are limitless! What is Empire Avenue? Empire Avenue is a social metrics platform that allows its users to connect all of their Social Media profiles in one location. Think of it as the tree trunk, with your social networks representing the branches. When the trunk grows larger, so does the rest of the tree. After linking your accounts, Empire Avenue compiles data from each individual network based on your activity, your audience, and the interaction they have with your content. Once your scores are calculated, you will receive a network rating from 1-100. These ratings represent your true measure of influence on each network, and serve as an excellent barometer on where you should focus your efforts and where you’re strongest. So there’s a Stock Market,

Customize Your Facebook Fan Page with Static Iframe Tabs

  Today I want to talk about a quick and easy method you can use to add a little zing to your Facebook fan page. Woobox offers a Static Iframe application that allows users to add up to 10 custom tabs to their fan page. Why is this important? The Facebook fan page by default isn’t much to look at. Although most users won’t frequent a fan page like they would a website, it’s still important to have 2-3 tabs available to help create a solid first impression. Without them, the only thing potential fans will see is the amount of likes you have, and a section for photos. The goal behind the tabs is to offer something of value to your fans, and to differentiate yourself from the million other Facebook pages. Before getting started, pick 2 or 3 things you feel are most important to share with your audience. There’s no need to go overboard by creating 8 different tabs to every one of your Social Media profiles. You want it to be simple, yet effective, so only choo

#Facebook Introducing #Video on #Instagram

#Technews: Over the past two and a half years, #Instagram has become a community where you can capture and share the world’s moments simply and beautifully. Some moments, however, need more than a static image to come to life. Until now these stories have been missing from Instagram. Today, they are thrilled to introduce Video on Instagram and bring you another way to share your stories.   Introducing Video on Instagram from Instagram on Vimeo . Introducing Video on Instagram from Instagram on Vimeo . Introducing Video on Instagram from Instagram on Vimeo . For more information, check out the following resources: - Read more at their blog: - Visit the video FAQ: - Download the latest version of Instagram: Article reposted from:

Wednesday, June 5, 2013

The total amount of money spent on SMS Marketing will approach $1 Trillion Dollars!

Infographic: SMS Marketing Forecast

Infographic SMS Marketing Forecast 300x300 Infographic: SMS Marketing Forecast
Infonetics forecasts the mobile services market will grow to $976 billion by 2016, led by mobile broadband.
According to the information presented in a new infographic shared below, by 2016, Android will represent 54% of smartphones in the mobile market. Apple will claim just 22%.
Lagging behind Android and iOS will be Blackberry and Windows, each with an 8% market share.

(easy reading, converted Infographic to link)

Friday, May 31, 2013

POS/ Redeemable Coupons - "In fact, their integration is already underway and deepening with each passing day."

Mobile Marketing, Payments Destined for Mass Integration at Mealtime

Mobile Marketing Payments Destined for Mass Integration at Mealtime 300x225 Mobile Marketing, Payments Destined for Mass Integration at MealtimeFrom national chains to corner bakeries, dining establishments of all shapes and sizes are embracing mobile marketing with open arms.
Mobile marketing for restaurants has proven a very cost effective use of scarce advertising dollars. Mobile websites, SMS campaigns, scannable QR codes, and mobile coupons have all become hot commodities on the marketing menu of restaurants.
At the same time, mobile payments have become just as in-demand at restaurants, particularly as outdated cash-registers continue to go the way of the dinosaur.
Although plenty of retailers and restaurant owners are still holding out on new technologies, it’s becoming more expensive to cling to those outdated POS systems, which are now faced with compliance deadlines, difficulties protecting sensitive customer information, costly hardware failures and maintenance costs, crippling software limitations, and more.
Most importantly in all of this, however, are customer expectations. Today’s consumers express strong loyalty to businesses that provide a secure, expedient, and reliable check-out experience. Nothing is worse than lengthy lines born of a POS system failing to promptly accept a digital coupon or rejecting a perfectly valid one.
Today more than ever, restaurants and retailers need state of the art systems at the point of sale. And thanks to recent cutting-edge innovations in the POS and mobile payments arenas, upgrading to the best money can buy isn’t nearly as costly as one might expect.
With 66% of in-store transactions made with plastic today and 180 million Americans carrying credit or debit cards, it’s no wonder why retailers and merchants of all varieties are flocking to mobile swipers and leading professional grade mobile point of sale solutions.
But mobile marketing and mobile payments aren’t separate and incompatible forces within the modern dining ecosystem. In fact, their integration is already underway and deepening with each passing day. From redeeeming mobile coupons at the point of sale, to receiving discounts for paying the tab via mobile devices, customers are witnessing and enjoying the marriage of mobile payments and mobile marketing – a union that is bound to be a long and happy one.
Earlier this week, PayAnywhere – a leading provider of mobile payment solutions for the the retail and restaurant industries – published a new infographic illustrating the prevalent role mobile will continue to play at restaurants everywhere.

PAYANYWHERE1 Mobile Marketing, Payments Destined for Mass Integration at Mealtime

Tuesday, May 14, 2013

"The campaign started with a SMS trivia contest...."

How Starbucks is pushing the envelope with SMS, MMS marketing

Starbucks is clearly taking mobile messaging to new heights, as exemplified with a recent effort that leveraged SMS and MMS to engage and surprise customers, while also tying into its larger marketing strategy.
The coffee house chain recently sent opted-in users an SMS trivia contest offering a chance to win a prize and encouraging them to sign up to receive summer alerts. Starbucks was then able to determine the kind of device users have so it could follow up with a MMS message containing a short video and information about an in-store Happy Hour special offer.
“Starbucks planned ahead and hit me with a 1-2-3 mobile punch,” said Zach Zimmerman, account manager for mobile at ePrize, Pleasant Ridge, MI. “By teasing with a trivia question, the brand reminded subscribers they were part of the mobile program.
“This allowed them to do device recognition in order to avoid any poor user experiences,” he said. “Finally, by pointing me towards dedicated social media pages, they will be able to track click-through-rates and measure engagement from uploaded images.
“In short, they integrated their mobile program into their greater marketing strategy rather than viewing it as a separate, siloed channel. Starbucks is a real leader and demonstrates how mobile can be used not just to deliver coupons and offers, but to engage consumers in surprising and delightful ways.”
Trivia contest The campaign started with a SMS trivia contest that was sent last week, quizzing subscribers about when the merchant’s Frappucino drink was originally introduced, Mr. Zimmerman reported in a blog post on the Web site. He provided the screenshots of the campaign seen above and below.
Starbucks enticed opted-in users to respond by rewarding the first 100 responders with the correct answer to the trivia question with a copy of the soundtrack for the new The Great Gatsby film.
When recipients sent in their answer, they received another message telling them if they were correct or not and encouraging them to reply "READYSET" to receive summer alerts.
Recipients then received another message asking them to standby so Starbucks could recognize their phone for best media quality.
MMS drives engagement Two days later, Starbucks sent an outbound MMS blast that included an 11-second video featuring a slide show of different customers sipping their Frappucino, part of a larger social media campaign to drive hash tags and in-store purchases of the beverages. The video encouraged users to take a picture of themselves sipping a Frappucino and sharing it on a social media site.
The MMS message also informed recipients about a Happy Hour special offer that was in effect from 3 pm to 5 pm until May 12, with in-store customers able to get a Frappucino for half-off during this period.
The MMS featured shortened URLs pointing recipients to the brand's dedicated Twitter and Instagram handles @frappucino. By pointing users to dedicated social media pages, Starbucks will be able to track click-through rates and measure engagement from uploaded images.
The MMS could also be easily saved or shared, which will drive social sharing.
Surprise and delight While the campaign is clearly a winner, Starbucks could have improved the effort by directing recipients to a page on the Starbuck’s Web site to find the answer to the question, driving traffic there.
“The Starbucks mobile campaign did 3 things: incentive, personalize, and surprise,” Mr. Zimmerman said.
“Earlier in the week, a chance to win a trivia contest incentivized subscribers to take action, device recognition personalized future content, and the Friday afternoon MMS slideshow surprised consumers and sent them into the weekend with Starbucks top of mind,” he said.

Tuesday, April 30, 2013

SMS helps the company reach as many mobile users as possible!

Chick Doles out product samples via SMS

Personal skincare line Schick is loading its print pages with mobile calls-to-action to drive product samples.
The print ads are appearing in the May issue of Marie Claire magazine. The campaign is part of Schick’s bigger multichannel marketing initiative called “razorvention."
"SMS is a familiar communication method for our target consumer, so it’s an easy way for her to interact with the Hydro Silk brand," said Camilla Medeiros, senior brand manager at Schick Hydro Silk, Shelton, CT.

"The entire experience — from the first SMS message to when the free sample order is submitted — is seamless and takes only a few minutes," she said. "SMS is a great tool to help make this possible.

"When reading a magazine that includes Hydro Silk advertisements, our target consumers are in a mindset focusing on beauty and fashion.  In this mindset they will be more receptive to a Hydro Silk advertisement and more likely to engage with it.  The mobile call-to-action provides a user-friendly experience for magazine readers, who may not be in front of a computer, but likely have a mobile device within arm’s reach."
Mobile trial
The print ads feature a mobile call-to-action in the bottom left-hand corner of the page that reads, “Done with dry skin? Get a razorvention.”
Consumers are encouraged to text the keyword SCHICK to the short code 24444 to receive a free Schick sample.

The print ad

A closer look at the mobile call-to-action
Once consumers send in the short code, they are sent a message with a link to a mobile microsite. 
From there, consumers can fill out a form with their name, email and address to receive their free sample.
Users are also encouraged to opt-in to emails from Schick and “Like” the brand’s Facebook page to stay up to date on future promotions from Schick, which are both great ways for Schick to build longer-term relationships with consumers.
The Schick Hydro Silk line includes reusable and disposable razors that retail from $5 to $10.
Mobile-enabled pages
Schick is not the only razor brand leveraging print as part of a bigger marketing campaign.
Earlier this year, Gillette printed QR codes on its magazine ads to help introduce new shave gels and razors.
As consumers continue to read magazines with their mobile devices in-hand, savvy marketers are increasingly promoting mobile initiatives in pages.
In this case, SMS helps Schick create an ongoing dialogue with consumers.
Additionally, SMS helps the company reach as many mobile users as possible, which is critical for a consumer-packaged-goods brand that has mass appeal.
"SMS and QR codes along with social engagements and traditional media are just ways to reach consumers, each of these have a value in a 360-degree strategy in mobile,"  said Marci Troutman, CEO of Site Minis, Atlanta.

Ms. Troutman is not affiliated with Schick. She commented based on her expertise on the subject.

"Consumer-packaged goods should always test, test, test, fail, fail, fail in order to get to the combination that is a win-win in their digital, and traditional strategies of reaching consumers," she said.

"SMS is a strong outlet and as long as there is a solid strategy behind the link that is placed in the SMS text this engagement can be extremely powerful in gaining traction for new products and trials."

Friday, March 29, 2013

The company is continually building up its SMS mobile coupon database...

Mobile coupons edge out print as retailers switch strategy


March 29, 2013
Mobile coupons are disrupting the traditional print circular method of distribution as more marketers and retailers are incorporating them into their strategy to build loyalty, drive in-store traffic and possibly combat showrooming.
Over the past year, mobile coupons have created a stir – in a good way. Companies are incorporating mobile coupons into Apple’s Passbook, through a variety of mobile applications and even SMS-based programs to incentivize consumers.
“Consumers are searching for coupon content not just when shopping online on their desktops at home, but also while they are visiting bricks and mortar stores,” said John Faith, senior vice president of external affairs at RetailMeNot Inc., Austin, TX.
“Retailers have an opportunity to combat showrooming by reaching those consumers when they are engaged and ready to make a purchase,” he said.
“In addition, retailers are starting to shift their coupon strategy from a CPM model to a pay-for-performance model.”
Mobile coupons
According to comScore, retail is the second fastest-growing content category, up 60 percent year-over-year from October 2011 through October 2012.
Furthermore, comScore found that 24 percent of smartphone owners have used their device to find a coupon or deal.
So what is the allure of mobile coupons?
Mr. Faith believes it is all about ease and availability.
“The mobile device has become the consumer’s personal organizer that’s always around,” Mr. Faith said.
“The future of mobile couponing lies in ease of use for consumers and new controls and performance insight for merchants,” he said. “Merchants and coupon distributors are increasingly using multiple points of data from a mobile device to serve contextual coupon content to their audience.

Passbook aggregates loyalty cards
Including geo-fencing, intent-based algorithms, Wi-Fi detection, user transaction history and secure profiling is important.
“New technology allows the experience to be optimized across desktops, tablets and smartphone devices,” Mr. Faith said.
“Consumers have a choice on how they wish to redeem. In-store redemption is a smooth process with digital technology that works with a retailer’s existing point-of-sale systems,” he said.
Consumer incentive
Mobile is fast-becoming a distinct channel and, as such, brands and retailers are coming up with new ways to attract consumers to this channel.
“While coupons might or might not be the right term, we are seeing is mobile-specific offers and incentives designed to engage consumers and drive them to a mobile commerce experience,” said Wilson Kerr, vice president of business development and sales at Unbound Commerce, Boston.
“Coupons are an age-old tactic to attract new customers and keep current ones,” he said. “Loyalty programs and the discounts brands deliver to maintain this loyalty are tailor-made for mobile, since no one likes to carry around scraps of paper cut out of newspapers or little plastic loyalty cards.
“Additionally, there is lower administrative overhead for the brand, since these discounts can be attached to loyalty programs already in-place. The Starbucks offer that Groupon recently ran is a great example, since the eGift credit could be applied to a mobile account. For consumers without such an account, the discount coupon likely drove them to create one, to redeem the offer.”
Mobile coupons are everywhere nowadays.
Take Passbook, for example. More marketers are rolling out mobile coupons that consumers can save to their smartphones and redeem at the point-of-sale.
Then there is Target.
The company is continually building up its SMS mobile coupon database and offering consumers incentivizes to drive in-store foot traffic.
“Smart retailers will start catering offers to their mobile audience as a way to promote discovery of their mobile commerce sites,” Mr. Kerr said. “By linking these offers to store visits and actual purchases, they can roll in the loyalty component and reward the right customers for the right reasons.
“Customers who make real, tracked purchases via mobile or check in while at a retail location by scanning a QR code or tapping an NFC tag while in the store are more valuable and deserving, versus the anonymous consumers who take the time to clip coupons out of a newspaper, for a one-time savings,” he said.
Driving innovation
According to Cezary Pietrzak, director of marketing at Appboy, New York, mobile coupons have really been taking off in the last few months.
Initially, the market was driven by daily deals sites that offered discounts to local merchants, and then mobile apps such as foursquare and Level-Up integrated the coupon experience with their location services.
“We’re now seeing various retailers like Sephora, Target and Starbucks offer strong mobile coupon programs to their customers, and coupon platforms like SnipSnap are growing exponentially to aggregate various offers,” Mr. Pietrzak said.
“Passbook has fueled much of the excitement about the category by making the experience very contextual and dynamic,” he said.
According to the executive, mobile coupons have several advantages over their physical and even Web counterparts.
The first is convenience. It is much easier to show a mobile bar code than carry around a piece of paper.
Then there is offline integration. Mobile coupons create a bridge between digital behaviors and offline purchases, which informs direct marketing efforts and provides data around ROI.
Additionally, mobile coupons are extremely contextual because they take advantage of mobile-only features such as proximity to end user and location.
Reminders to use them can also be triggered through push notifications and platforms such as Passbook, which eliminates the friction from redemption.
Mobile coupons can also be tracked in real-time and often connected to individual user profile, which enhances marketers’ understanding of both the effectiveness of their campaigns as well as the breakdown of their audience.
“Mobile coupons will continue to explode in popularity this year alongside mobile payment and wallet solutions like Square and Google Wallet,” Mr. Pietrzak said. “Retailers will get better at serving mobile coupons that are relevant to location, time and customer segment.
“Retailers will also provide coupons that change in real-time depending on market feedback,” he said. “They’ll also be able to do A/B testing on different offers and customer segments to see what works best and optimize accordingly.
“I also believe purchase behaviors related to mobile coupon use will be more closely integrated into CRM systems to enhance marketers’ overall understanding of their customers.” 
On the rise
Advantages such as instant redeem ability and the convenience of mobile are definitely driving the growth of mobile couponing – so much so that spending through mobile coupons is projected to grow from $5.4 billion in 2012 to $43 billion by the end of this year, per Alex Romanov, founder/CEO of iSign Media.
“Mobile couponing is definitely on the rise and moving fast,” Mr. Romanov said. “It may soon merit being rightfully called a true phenomenon, particularly as the slow economic recovery continues driving frugal consumer behavior.”
When done right, mobile couponing can be a great tool in driving ROI.
For example, when it comes to proximity marketing – distribution of marketing messages to devices within a certain range of a retail location or business – it is all about relevance.
Relevancy is possibly the most important redemption driver on mobile because consumers are far less tolerant of irrelevant offers on their personal devices than on desktop, where they are much easier to overlook.
“Let’s say a particular pizza parlor is engaging in proximity marketing,” Mr. Romanov said. “The restaurant would use a vendor’s software to send opt-in coupons for a discount on a medium sized pizza, or perhaps offering a free dessert item when the consumer buys a large pizza.
“The coupons hit consumers’ devices when they are within close range of the restaurant, walking by or inside the premises, hopefully close enough even to smell the baking dough and cheese,” he said. “That’s what I like to call a ‘moment of maximum influence,’ an opportunity for capturing consumers when they are nearby, primed and ready to purchase.”
According to the executive, mobile coupons are going to keep growing in popularity as more brands start adopting proximity marketing solutions that enable them to deploy consistently relevant and instantly redeemable offers.
“Companies are also increasingly looking to solutions for indoor mapping, which can help them track shoppers throughout places such as retail locations, shopping mall food courts and even sports venues, and target them with offers that are relevant to the time and location,” Mr. Romanov said.
“This is evident from Apple’s recent purchase of indoor mapping startup WiFiSLAM, which builds mobile solutions that can track a smartphone’s location in real time,” he said. “Because proximity marketing solutions and mobile couponing complement each other so well, as one booms, so will the other.
“We’re definitely going to see considerable growth in this space.”
Consumers are rarely separated from their always-connected devices so it makes sense to target them with mobile coupons.
As evidenced, brands are increasingly designing their loyalty programs to be accessible through mobile as well as through physical cards.
“So, mobile coupons, when they are relevant to the individual loyalty member, are a great way to reward your loyal customers for their repeat business, which in itself drives even further loyalty,” said Michael Hemsey, president of Kobie Marketing. “Brands can track and analyze all customer mobile interaction with the program, with the collected data painting an ever-more-detailed picture of each customer’s preferences, so that the next coupon is even more relevant than the last, increasing the likelihood of a redemption.
Clearly, there is plenty of room for growth in mobile couponing,” he said. “According to a recent report on mobile couponing from the Mobile Marketing Association, the biggest check on mobile couponing’s growth right now is technical: there’s a very wide range of point-of-sale systems out there that may work with some devices but not with others.
“Red laser scanners can’t scan bar codes off a mobile screen. There isn’t a set standard for redeeming mobile coupons at the POS. I think this year we will see plenty of growth in mobile couponing and progress toward more standardized procedures as more companies publish mobile coupon apps. Certainly as more brands enable access to their loyalty programs through mobile, we’ll continue to see mobile coupons boom. They’ve got a great future, because marketers have to reach consumers where they are, and that’s on mobile.” 

Monday, March 18, 2013

“Mobile is an increasingly important part of a media or advertising plan..."

Local advertising spend on mobile to reach $1.9B this year: report

Local search
Mobile local advertising spend will reach $1.9 billion in 2013 and is expected to surpass online local advertising spend by 2017, according to a new report from BIA/Kelsey.
The mobile portion of local advertising spend is expected to reach $6.4 billion by 2017 while the online portion will total $6.3 billion, according to the report. The findings show how local advertising is steadily shifting toward digital media, with mobile playing a key role in driving the digital growth.
“Mobile is playing a very big role in local,” said Mark Fratrik, vice president at BIA/Kelsey, Chantilly, VA.
“The total amount of advertising on local media is increasing from $132.5 billion to $148.8 billion,” he said. “Behind that, traditional media is going down, while online digital is growing at a 12.3 percent compound annual growth rate.
“Mobile is an increasingly important part of a media or advertising plan. You want to reach people in different places and mobile has the ability of geotargeting in a particular area and people are on the move all the time and they are utilizing their smartphones and tablets more and more, so why not get to them where they are very receptive.”
National advertisersLocal advertising is defined as some form of targeted messaging to specific geographic markets.
The report also points to the significant role that national advertisers are playing in driving the growth of local mobile advertising, accounting for 85 percent of the spend. National advertisers’ role in mobile local advertising is much bigger than in any other area of local media.
Overall, local advertising is not expected to grow that much in 2013 with BIA/Kelsey forecasting it will reach 132.7 billion, up from $132.5 billion in 2012. However, the online/digital media component of local advertising – which includes mobile – will grow at a nice pace over the few years while traditional media is expected to shrink.
Traditional media spend shrinksBIA/Kelsey estimates that the overall local media market will grow at a 2.3 percent compound annual growth rate over the next few years to reach a total of $148.8 billion by 2017.
Growth will be stronger in online/digital advertising revenues, which are expected to grow at a compound annual growth rate of 12.3 percent and reach a total of $41.1 billion by 2017.
During the same period, the spend on traditional local media will shrink 0.3 percent annually for a total of $107.6 billion by 2017.
Between 2012 and 2017, online/digital media's share of total local advertising spend will increase from 17.4 percent to 27.6 percent while traditional media's share will decrease from 82.6 percent to 72.4 percent.
The spend on mobile local advertising will increase to $3.1 billion in 2014, $4.3 billion in 2015, $5.3 billion in 2016 and $6.4 billion in 2017.
“National advertisers make up a very large percentage of the mobile local spend right now,” Mr. Fratrik said. “We estimate it to be around 85 percent of the mobile local advertising spend - that percentage is going to go down but the total amount will increase as more local advertisers go into mobile.
“Local advertisers may be not as far ahead on the adoption curve in employing new technology in their advertising,” he said. “The national advertisers are working with bigger advertising agencies or are a little bit further ahead on employing mobile as part of the advertising mix.”

Saturday, March 9, 2013

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Tuesday, February 26, 2013

Mobile will become an increasingly valuable marketing tool in the years ahead...

Coors Light rides on SMS for sweepstakes engagement

coors light
Coors Light has teamed up with sporting goods brand K2 Sports on a campaign that aims to get consumers excited about a new line of skis and snowboards via SMS.
In addition to a text-to-win promotion, Coors Light is also using its Facebook page for the sweepstakes. Coors Light has made both SMS and social a staple of its digital marketing efforts in the past few years.
“We’ve found that our consumers, especially 21- to 27-year-old guys, respond well to text messaging programs because they’re accustomed to it and it’s easy for them to participate,” said Rebecca Dye, marketing manager at Coors Light, Chicago.
“Plus, the logistics are fairly simple to manage on our end,” she said.
“In everything we do as a marketer, our objective is to make where and how we communicate with beer-drinkers as simple and relevant for them to engage as possible. The 21- to 27-year-old consumer — who is our primary focus — lives on social media and expects to be able to do almost everything via mobile.”
Mobile chillThe campaign is being used to promote the beer giant’s partnership with K2 Sports on a line of skis and snowboards that change color when cold.
The text-to-win sweepstakes are being rolled out in the United States in multiple regional and store-specific markets. Consumers can find specific keywords on in-store point-of-sale marketing to participate.
SMS is a marketer’s workhorse when it comes to mobile. In this case, Coors Light’s SMS campaign could be particularly effective with calls-to-action at the point-of-sale when brand affinity is high.
Additionally, Coors Light is running the sweepstakes on its Facebook page.
The campaign is running through April 30.
Users who participate in either the SMS or Facebook campaign can win a variety of prizes, including a trip to the Silver Skis Lodge in Crystal Mountain, WA. Additionally, consumers can win branded prizes such as koozies or backpacks.
Digital marketing — including a Web series that features K2 athletes — and point-of-sale marketing support the campaign.
The Web series on Coors Light's YouTube page
Drink on mobileMobile has played a big role in Coors Light’s marketing in the past.
In many cases, campaigns hone in one specific demographic, especially with sports.
For example, to target football fans, Coors Light recently ran an advertising campaign on ESPN’s mobile site to build up its social media presence.
Additionally, last year the company rolled out a campaign that incorporated mobile Web, SMS and an Android application to connect with Hispanic soccer fans.
By testing a variety of mobile channels, Coors Light has a better chance of connecting with plugged-in consumers on their handsets.
“Mobile will become an increasingly valuable marketing tool in the years ahead, as more and more consumers embrace the platform and come to expect marketers to connect with them via mobile,” Ms. Dye said.

Tuesday, February 19, 2013

...the top three most frequently SMS redeemed coupon categories included groceries, retail goods and food and drink...

SMS mobile coupons preferred over push notifications, bar code scans: report


February 19, 2013

Mobile coupons are being embraced by consumers, but not all mobile offers are created equal, with 42.3 percent of consumers preferring SMS-based coupons over bar code scanning and push notifications, according to a new report from RadiumOne.
The report found that 61.9 percent of consumers are redeeming grocery and consumer retail goods-based coupons. The “Improving the Performance of Mobile Coupons” report shows that when it comes to redemption, 51.5 percent of smartphone users prefer displaying a coupon to a cashier while 23.8 percent prefer scanning-based methods.
“Based on our results, we can make the assumption that people prefer to have control over the mobile coupon process and want to have mobile coupons readily available anytime on their mobile device,” said Kamal Kaur, vice president of RadiumOne, San Francisco. “Consumers also view push notifications as more invasive than SMS, which is another reason why SMS coupons are preferred.
Findings from the latest RadiumOne survey reveal keen insight into how women between the ages of 35 and 54 engage with coupons on their mobile devices for household purchases,” he said. “When presented with a sales opportunity or coupon, the in-ad options allow women to engage with a brand’s content with great autonomy and choice – a method most preferred and appreciated by this particular demographic.
“Coupled with the rise in social and mobile, this data unearths a profound untapped opportunity for brands to better connect with women consumers – a demographic, that for the most part continues to feel misunderstood by advertisers.”
Meeting consumer needs
Mobile coupon use is quickly growing.
Recent research from eMarketer forecasts that mobile coupon users will grow from 12.3 million in 2010 to 46 million this year. By next year, the number is expected to reach 53 million.
The majority of mobile coupon use is happening on smartphones, with 40 million smartphone users also expected to use mobile coupons this year.
The RadiumOne report analyzes how consumers interact with mobile coupons on their devices, with an eye toward determining which types of digital promotions best fit consumer needs.
One key finding was that women between the ages of 35 and 54 are gravitating towards mobile coupons, giving marketers an opportunity to develop relationships with these consumers.
The results suggest that mobile users value efficiency, utility and ease-of-use when it comes to mobile coupons, with users showing a preference for SMS-based coupons and wanting to be reminded about coupons via push notifications.
There are at least four different ways that by which a shopper can redeem a mobile coupon: scanning a 2D bar code, checking-in on a mobile app, tapping their phone at a point-of-sale terminal and using a digital loyalty card.
Best practices
Key advertiser best practices for mobile coupons uncovered by RadiumOne include avoiding multi-step redemption processes, tailoring mobile coupon offers to everyday consumer products, pushing relevant offers to mobile shoppers via SMS text and leveraging in-app loyalty programs that automatically redeem mobile coupon offers.
“The ability for brands to identify consumer behavior and understand when people are most likely to interact with brands on their handheld devices is critical when designing a multi-channel media strategy that may include in-store digital promotions,” Mr. Kaur said.
“According to survey findings, the top three most frequently redeemed coupon categories included groceries, retail goods and food and drink,” he said.
“Along with that, retailers are currently delivering coupons in four different ways including: scanning a QR code, checking-in on a mobile application, tapping their phone on a point-of-sales terminal or redeeming coupons via digital loyalty cards.”

Wednesday, February 13, 2013

SMS is an ideal channel for any Marketer...

KFC taps SMS to bolster sweepstakes entries

KFC has rolled out a new initiative in conjunction with the upcoming Country Music Awards that incorporates SMS and encourages consumers to text-in to win a variety of prizes.
SMS is a great medium for the fast food giant to use. Furthermore, this helps the company build its mobile database.
Mobile awareness 
Through the campaign, KFC is giving one lucky winner a chance to win a trip for two to Las Vegas for the Academy of Country Music Awards Show, as well as watch a special performance by Luke Bryan at an invitation-only event.
To enter, customers can add a medium-sized Dr Pepper to any order and then text the code located on the cup.
Consumers who do not want to text-in the code can also enter it through KFC’s microsite.
Furthermore, from Feb. 4 through March 3, country music fans will have a chance to elevate their ACMA experience in the comfort of their own homes with daily chances to win a VIZIO 42” class LED Smart TV with a 40” Premium Sound Bar.
A campaign such as this is a great way for KFC to drive awareness for its initiative.
SMS is an ideal channel for any marketer because it helps brands build an ongoing dialogue with consumers.
Moreover, the KFC is enticing consumers to text-in by offering an incentive – in this case prizes.
Mobile efforts
KFC is no stranger to mobile.
In 2010, the company ran a 12-day mobile advertising campaign with eBuddy that achieved more than 180,000 impressions.
In 2011, KFC ran a mobile campaign to promote its Hot Wings that included in-application and mobile Web display advertising, as well as custom brand integration within a mobile game.
Most recently, the fast food ran an interactive mobile advertising campaign that not only promoted its new Chunky Chicken Pot Pie, but enticed consumers to engage with the product on a deeper level via a branded Pandora radio station.

Friday, February 1, 2013

Vans taps SMS to bolster Valentine’s Day initiatives!

Vans taps SMS to bolster Valentine’s Day initiatives

Vans is centering SMS around its new program that gives consumers the option to send their friends and loved ones Valentine's Day cards.
SMS is a great channel for Vans to use to drive user engagement. More marketers are implementing SMS into their strategies to not only build their mobile databases, but also ongoing relationships with consumers.
"Text message marketing is no longer just about  SMS plain text messaging, in 2013, brands and retailers are including multimedia in their messaging because they are seeing higher results when compared to previous SMS only messaging,” said James Citron, co-founder/CEO. 
“This is because of the change in customer behaviors in the last 12 months,” he said. “Consumers text pictures and videos to their friends everyday in addition to using image and video apps as way to express themselves, to tell a story visually. 
“Brands are realizing that plain, shortened SMS text such as "Chk out this nu dress," are not compelling enough to drive further engage. Messages that include a strong call to action, supported by multimedia showcasing the product or service, provide customers the information they need to take action, all in one message.”
How it worksThe company is promoting the program through its Web site. Consumers can send a Valentine’s Day card by going to
From there, consumers can select from a variety of cards such as Adore Me, Hug Me, Ignore Me, Kiss Me and Love Me.
Users must then enter their name, phone number and the recipient’s mobile number, as well as any message they would like to include.
Once users enter all of the information in, they are sent a message that asks them to reply the keyword Y to confirm their Valentine’s Day card.
Recipients are sent a Valentine’s Day card that includes an interactive video from Vans.
“There are so many reasons why text message marketing is a perfect fit for today’s marketer,” Mr. Citron said. “First, it is ubiquitous – 98 percent of the phones on the market today can send and receive MMS messages. 
“In addition, most phone plans now include unlimited text messaging which includes rich media via MMS,” he said. “Other tools such as apps or QR require smartphones and data plans to engage with consumers.
“By using rich media like Vans did in this campaign, they're taking advantage of the text messaging channel to deliver highly accessible and engaging multimedia, such as video. MMS doesn't require data, streaming, or even a smartphone, and since MMS mobile video can be viewed on almost any mobile phone that accepts text messages, Vans can potentially reach millions of US consumers with one campaign.”
Driving engagement
SMS is a great way to get the message across.
Additionally, by using the channel Vans is driving loyalty because customers who opt-in to the program are giving permission to the brand to message them about the latest products or specials.
Mobile phones are highly personal mediums and text messaging is the most personal of all the ways a brand can interact with a consumer.
Brands who treat their mobile customers with respect see incredibly high engagement rates.
“SMS is evolving to include the more engaging elements of multimedia – such as imagery or video,” Mr. Citron said. “The truth is SMS is only the baseline for text message marketing and multimedia messaging is what brands and all marketers should and are starting to use.
“The past couple of years, we've see SMS becoming a supplement to strategic MMS campaigns because multimedia will be the core focus for marketers to start implementing beyond just plain text in a SMS text message,” he said.