According to Wikipedia.com, mobile marketing is defined as marketing on or within a mobile device. It can also be described as the use of a mobile medium as a means of marketing communication. It is no secret that smart phones are the preferred choice of most people. In fact, according to Neilsen, a respectable marketing research firm, it was expected that 1 out of of every two Americans would have a smartphone by Christmas of 2010. It is also not a mystery that so many marketers are taking advantage of mobile marketing with this boom in the purchases of smartphones. Let's take a look at some of the more popular methods:
Mobile Marketing via SMS
Many companies today are collecting phone numbers of current and potential customers to send them their advertisements. Many of these ads are at times wanted, and at other times are unwanted. Even if the ad is not wanted the receiver would have had to opt into the service in order for the messages to be sent. This method can reach a wide audience, although it is not the most successful type of mobile marketing.
In-Game Mobile Marketing
Nearly all smartphones have the ability to download apps and often these apps are games. Known as mobile advergaming or ad-funded mobile gaming, these ad-rich gaming applications have promotions of endless amounts of brands and products. Products such as Mountain Dew can now be seen on the internet game, World of Warcraft.
Location Based Services
Cell phone networks like AT&T and Verizon offer LBS's on their smartphones which can give way to custom advertising on based upon that customer's geographic location. Coupons for being the most frequent customer at particular stores are offered, as well as point systems with milestones that allow the customer to gain free merchandise. LBS are fairly new but are quickly becoming one of the more popular ways to advertise to consumers through the use of mobile marketing.
Tuesday, April 12, 2011
Tuesday, April 5, 2011
Marketing Campaigns: FAIL!
Can there be anything worse for a company than a failed and embarrassing marketing campaign? Yes...I'm sure there are other possibilities that could potentially be worse for a company but for now, let's imagine it is the worst possibility. Molson Coors Brewing Co. is a Canadian brewing company that once was known for it's outstanding, flavorful beers but is now notorious for it's failed marketing campaign.
Molson utilized Facebook to initiate a photo contest that would allow the winner the claim to an all-inclusive trip to Cancun. To win this photo contest, first, a university would have to have submitted the more photos than any other collegiate institution in Canada. Then the best photo from that university would declare the winner. According to the dean of student affairs at Queen's University in Kingston, ON, who was rather displeased with the contest, said, "in order for the photos to be eligible, to be notable, would require outrageous behaviour or profoundly dangerous levels of drinking." These type of photos required for entrance into the contest promoted irresponsible behavior and was teaching kids from the age of 19-24 that drinking and out-of-control conduct would technically get you somewhere.
College deans across Canada were extremely upset with the proposed contest by Molson, and the brewing company certainly heard about it. The contest was eventually taken off of the Facebook fan page of Molson and was at that point terminated. The campaign was ultimately a failure even though negative publicity can at times be better than no publicity. Do you believe that Molson was wrong in their photo contest, or do you not see a problem with it? Let me know what you think.
Molson utilized Facebook to initiate a photo contest that would allow the winner the claim to an all-inclusive trip to Cancun. To win this photo contest, first, a university would have to have submitted the more photos than any other collegiate institution in Canada. Then the best photo from that university would declare the winner. According to the dean of student affairs at Queen's University in Kingston, ON, who was rather displeased with the contest, said, "in order for the photos to be eligible, to be notable, would require outrageous behaviour or profoundly dangerous levels of drinking." These type of photos required for entrance into the contest promoted irresponsible behavior and was teaching kids from the age of 19-24 that drinking and out-of-control conduct would technically get you somewhere.
College deans across Canada were extremely upset with the proposed contest by Molson, and the brewing company certainly heard about it. The contest was eventually taken off of the Facebook fan page of Molson and was at that point terminated. The campaign was ultimately a failure even though negative publicity can at times be better than no publicity. Do you believe that Molson was wrong in their photo contest, or do you not see a problem with it? Let me know what you think.
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