April 15, 2010

modern day marketing.


I have to admit, I may be one a few people who have never received a direct advertisement sent to my phone (knock on wood) and I would really like to keep it that way.  Ever since I have had a phone the first call I made was to put my number on the ‘no call list’, which must have somehow transferred over to advertisements as well.  Either that, or I have successfully avoided adding my number to the wrong website.  I know mobile marketing is an innovative idea; I just can’t stand the thought of having messages sent to me without me wanting them, but maybe that’s because I understand how effective mobile marketing can be…
Growing up in the digital age, I have witnessed the revelation and convergence of technologies including smart phones, applications, tablets.  Mobile applications, location-based marketing, and SMS (or text messages) are a few forms that mobile marketing can take. 
In a nation that thrives on consumerism, these products and capabilities give marketers the perfect platform to reach, engage, and bombard users on a constant basis.  This is precisely why mobile marketing campaigns have become extremely prominent and relevant (and why I don’t want them sent to my phone!).
Another reason why mobile applications have been effective as a marketing tool is due to the amount of different programs that are available.  There are applications for every consumer whether they are interested in sports, news, entertainment, games, or shopping (just to name a few).
 Personally, I just switched over to a Blackberry from the Dare and have been basking in the options allowed, not to mention the main feature; instant email notification.  No more carrying around my computer or stopping at every computer lab on campus.  The ease of a smart phone has forever changed the way I look at mobile phones.  Also, I believe that marketing through mobile applications is an effective way to make profits.  I have programmed “Blackberry App World” into my Blackberry, which allows me to search for any type of application that you may be interested in and download it either for free or for a small fee (but I usually stick with the free).

One of my favorite examples of mobile marketing is the Haiti relief effort.  In the aftermath of the devastating earthquake that struck Haiti on Tuesday, thousands of Americans are sending financial support — through their mobile phones.  The target market for that concept was active and technology savvy, that individual was most likely from generation X, Y, or the millennia and was directly connected to mobile media as well as traditional media.  The designated target market also enjoys feeling like they’ve made a difference and want the recognition.
Sadly, young people in general don’t give to charity but if you let them give by text message, they will become quite generous.  If you logged onto Facebook or Twitter or even watched TV shortly after the devastating Haiti earthquake it was likely that you saw messages like this:  "Text 'HAITI' to 90999 to donate $10 to Red Cross relief efforts!" or, "Text 'Yele' to 501501 to donate $5 to the Yele Haiti Earthquake Fund."
While both may seem like scams, mobile giving is legitimate, convenient and really that simple.  Just send a text message right from your mobile device and you have instantly donated to relief efforts.  The donation will be billed to your wireless account, with no need to enter credit card information, log on to a Web site or even speak to an operator.  Anyone with a mobile phone and an account with a major wireless carrier can text the phrase “Haiti” to the number 90999 and donate $10 to the Red Cross. That amount is charged to the donor’s cellphone bill.
Mobile marketing is a newer form of reaching consumers. It is extremely important in today’s world, because most people’s lives are more mobile than ever. Mobile phones, computers, and fast wireless internet make it possible to reach almost anyone almost anywhere. 
Just take a look at the facts to see how effective ‘mobile giving’ has been for Haiti Relief Fund.  The Red Cross has raised over $355,000,000 to date.  Stacy Palmer, editor of the Chronicle of Philanthropy, estimated that about half of all donations have been online contributions.  More than 60% of donations received by the American Red Cross had been online contributions and 15% to 20% were made through its text campaign, said spokesman Roger Lowe.  All the major mobile carriers -- Sprint, T-Mobile, Verizon and AT&T -- participate in these charitable efforts and waive fees for text donations for an approved nonprofit organization through the Mobile Giving Foundation.
Jim Manis, the chairman and CEO of the Mobile Giving Foundation, said text message donations are attractive because they're quick and easy.  I can only imagine where mobile marketing will go from here, and I’m intrigued to find out…

1 comment:

  1. Interesting case analysis, Katie. This is a good example of using SMS technology for a socially responsible cause. It's nice to remember that apps don't always have to be focused on branding or e-commerce.
    Grade - 5/5

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