Wednesday, November 23, 2011

Mobile Marketing Innovations - Guest Blogger

As marketplaces becomes more competitive, companies look for new ways to engage their customers.  An increasingly popular method for doing this is through the use of creative mobile marketing campaigns.

People nearly always have their phones and tablets on hand, so it should come as no surprise that these campaigns are doing well.  By taking advantage of the smartphone technology to create branded apps and promotions, many companies are seeing success at bringing customers to their store and visitors to their website. Here’s a look at five of the most innovative mobile marketing campaigns:

Starbucks – Starbucks recently launched an app for both the iOS and Android operating systems that allows customers to pay with their smartphones. The app, called Starbucks Card Mobile, is a virtual gift card, of sorts, and is reloadable. With money loaded on this “card” customers can simply scan their smartphones to pay for gourmet coffee and other drinks. More than 3 million customers have already used the app.

Dell – Combining mobile apps with mobile promotions, Dell is offering its customers special promotions when they text the word “OFFER” to 335548. Currently, Dell is offering a coupon good for $100 off either a Dell XPS 15 or 17 which they can then use with the new Dell Mobile app. By combining the power of a mobile app with SMS messaging, Dell shortens the shopping process for many customers.

Domino’s – Domino’s pizza lovers can experience the thrill of making their own pizzas with the Pizza Hero app for iPad. With this app, customers get to experience what it is really like to work in a Domino’s restaurant as they go through all the steps of making a pizza, from spreading the dough, to slicing it at the end. They can even play with a time limit and get “feedback” on their pizza making skills. After making the perfect pie, pizza “heroes” can then order it directly from the app.

Nike – Nike created a unique way to interact with its customers in real time when it launched a 23-story billboard in Time Square to promote their Nike iD footwear. Customers could call the number listed on the billboard from any phone—smart or not—in order to customize the on-screen shoe. The customers then received a text message with a link to buy their design.

Macy’s – Macy’s launched a campaign earlier this year called Backstage Pass that took advantage of QR codes to give customers behind-the-scenes looks at their products as well as celebrity tips for fashion and design. Because the company knew that not all of their customers would be completely tech-savvy, Macy’s also began running a series of ads to explain the QR codes and what they were for.
Mobile marking has helped these companies breathe new life into their customer base. It’s likely that this type of mobile marketing will continue to increase in popularity and importance as both companies and customers find new ways to take advantage of the technology.

I want to thank our guest author David Malmborg for sharing with us.  David works with Dell and enjoys writing about technology, computers and saving money.

Kevin Benedict, Independent Mobile Industry Analyst, Consultant and SAP Mentor Volunteer
Follow me on Twitter @krbenedict
Full Disclosure: I am an independent mobility analyst, consultant and blogger. I work with and have worked with many of the companies mentioned in my articles.