Forrester provides a great summary from the CTIA presentation of Gibu Thomas, Walmart’s Global Head of Mobile. Here’s a tasty tidbit: Walmart’s mobile-engaged shoppers spend 77% more each month and make four more trips per month: http://bit.ly/13dpB8j
#2: Coco-Cola, Free Tickets & SMS
Coca-Cola’s is pushing free coupons and concerts tickets to VitaminWater buyers via SMS. When they text a special code inside the cap and they keyword TEXT2TIX to a shortcode, Coca-Cola sends 75 cent coupon and enters them to win free Live Nation concert tickets. More in Mobile Marketer: http://bit.ly/ZqMCaU
#3: Smartphones & Americans
Pew Research is one of the few organizations who’ve tracked the impact of mobile across many areas of American society. So when they publish data on smartphone ownership trends, it’s always a must read for marketers and app developers: http://bit.ly/13dw2bC
Few would consider Harvard on the cutting edge of mobile marketing thought. That said, the Harvard Business Review provides a great summary mobile-only user growth trends: http://bit.ly/ZqLZhE
#2: The March of the Latino Mobile Shopper
It’s no surprise that communities of color are more sophisticated mobile users–they are less dependant of computers. This is especially true in Latino communities. Research shows that 16% of Latino shoppers are making purchases on their mobile devices–25% higher than average shoppers. Check out the piece in Progressive Grocer: http://bit.ly/ZqMCaU
#3: Social, Mobile & Fat Tire
Some of the best campaigns rarely come from big brands. Case in point is New Belgium Brewing. Having launched a mobile app last summer for their flagship brand, Fat Tire Amber Ale, NBB expanded their 2013 summer campaign to mesh mobile and social with more traditional media. Catch the whole story at Mobile Marketer: http://bit.ly/ZqP810
As most analysts have expected, mobile’s grow exceeding their estimates. A few days ago, Pew Research released a study that showed 56% of Americans are using smartphones (for Latino and African American users, those numbers are 60% and 64% respectively.)
That said, most businesses are still lagging in mobile adoption. According to a survey 1,800 digital marketers commissioned by Adobe, only 27% of companies have a mobile-optimized web site and 7% have developed a mobile app.
Congrats if you’re within either or both of these groups. If you’re not, there’s is still plenty of time to incorporate mobile into your enterprise.
Here are five mobile stories that you might of missed from last month:
#1: Insights from Harvard
Few would consider Harvard on the cutting edge of marketing thought. That said, the Harvard Business Review provides a great summary on the growth trends of mobile-only users: http://bit.ly/ZqLZhE
#2: SMS for Healthier Eating
Birdseye partnered with Share Our Strength and Healthier America to provide tips for better grocery shopping. Users receive up to eight messages a month that include ideas on how to save money, what to look for in the shopping aisles and links to recipes.
Why SMS? Households earning less than $30K annually use twice the volume of text messages than those earning more than $75K.
Learn more about this innovative behavioral change campaign at Mobile Marketer:http://bit.ly/11l4w9q
#3: The March of the Latino Shopper
It is no surprise that communities of color are more sophisticated mobile users. This is especially true in Latino communities. Research shows that 16% of Latino shoppers are making purchases on their mobile devices. That’s 25% higher than the general marketplace.
Approximately 200 Clark, Marathon, Phillips 66 and Sunoco gas station in Michigan, Ohio and Indiana are capturing the attention of drivers. The system connects to WiFi and Bluetooth-engaged mobile phones that pass within 300 feet of a transmitter, and the sends them an offer via push messaging.
Unfortunately, they do so without mobile user opt-in. So expect that loop-hole to close with the first class action lawsuit.
Some of the best campaigns rarely come from big brands. Case in point is New Belgium Brewing. Having launched a mobile app for their flagship Fat Tire Amber Ale last summer, NBB expanded their 2013 summer campaign to mesh mobile and social with more traditional media.
With mobile data plans approaching car payment levels, providing free WiFi has expanded beyond coffeehouses and college campuses. When effectively paired with an interstitial ad, WiFi can become a crucial part of your marketing mix, but don’t abuse it. This post in GigOm offers solid advice on how not to botch it: http://bit.ly/ZxP0sd
#2: Mobile Search Goodies:
Marketers often overlook mobile search engine marketing to their detriment. More than 55% of purchase related conversions happen within 60 minutes of mobile search. Google teamed up with Nielsen to produce some groundbreaking research on mobile SEM. This is a must read: http://bit.ly/YMhsHd
#3: Localizing Hunger via SMS.
Mobile activism is not a new concept, but TakePart did interesting twist. They launched an interesting SMS campaign tied to their new documentary, A Place at the Table. By texting FOOD to 77177, TakePart connects mobile users with local organizations fighting hunger: http://bit.ly/YMdBtV
