Mobile marketing is not a fad - Google, Visa, Walmart offer more evidence


Submitted by txtinseo1 | Category: Technology | Published on May 31, 2011
 
Abstract:
If a local business owner needed further validation that text message advertising is here to stay, consider three of the bigger fish that recently dove into the mobile marketing pond.

If a local business owner needed further validation that text message advertising is here to stay, consider three of the bigger fish that recently dove into the mobile marketing pond. Upon seeing the public demand to communicate with retailers via mobile coupons, Internet pioneer Google, credit-card giant Visa, and big-box retailer Walmart all recently announced plans to launch large-scale mobile initiatives. The three join a steadily growing field of advertisers who can no longer deny the impact that mobile advertising is having on how consumers expect to do business. All of it leaves retailers to ask themselves not "Will my customers embrace my mobile campaign?" but rather, "How long will my customers stay with me without a mobile campaign?"

Google's entry into the mobile marketing field is a predictable - but still significant - development, given the company's recent interest in purchasing mobile coupon trailblazer Group on. In fact, that Google showed interest to the tune of $6 billion in buying Group on was clearly a reaction to the fact that 90% of consumers prefer multi-channel options when responding to advertising messages. Google has always had its finger on the public pulse with regards to Internet- and mobile-related demands, so it should come as little surprise that they were quick to recognize the enormity of text messaging in today’s society - and the marketing opportunity it presents. The Google Offers campaign to compete with the likes of Group on, Living Social and Face book Deals will no doubt change the mobile marketing landscape, and will only advance mobiles place as the preferred B2C communication method.

In a growing mobile marketing trend, Google Offers will employ location-based search capabilities of mobile devices, allowing retailers to target their digital coupons to consumers in specific locations. Visa plans to utilize similar geography-based capabilities in its SMS campaign, contacting consumers via text message based on their spending habits and whenever they swipe their Visa cards to make a purchase.

And Walmart’s @WalmartLabs group will look to increase social media and mobile commerce by focusing on creating technologies and businesses the stay in touch with people using mobiles growing capabilities.

All of this points to the undeniable reality that consumers today are not just open to the idea of mobile advertising, but they expect it, respond to it, and prefer it. Forward-thinking retailers of all sizes are realizing the need to get in now, adding an SMS campaign to either increase in-store foot traffic or boost online mobile website traffic. Whichever the goal, the personal nature of text messaging gives opt-in consumers the nudge they need to grow from interested buyer to cash-paying customer.

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