#jit 9

[ngozikao]

Macy's vs Saks Fifth Avenue: The Good and Bad of Mobile Marketing

1. Macy's had a really successful mobile marketing campaign called Macy's Backstage Pass. This campaign included a customized QR code for customers to swipe and unlock videos with Macy's Backstage Pass. When the customers swiped the QR codes "exclusive and engaging video content" was transferred to the users mobile phones. These videos contained content of famous celebrity designers and fashion experts who would give fashion tips, advice and fashion inspiration to the customers as they shopped, through their mobile phones. This campaign was very successful because it provided entertaining and informative advice to customers through an easy to use and direct way. It created a personal one to one environment and created an entirely new way for customers to shop. 

http://www.businesswire.com/news/home/20110224005124/en/Macy%E2%80%99s-Shoppers-Backstage-Pass-Learn-Latest-Must-Haves#.U03kOfmnyk8

2. According to mobilemarketingfail.com, a site dedicated to companies who failed at their mobile marketing attempts, Saks Fifth Avenue had an unsuccessful mobile marketing campaign. Their campaign was not successful because first, they sent out an email to people's mobile phones telling them about a special offer. When the email is clicked, there is lots of unnecessary gibberish and images that does not actually show. Saks Fifth could have sent a simple email contain the discount information and pictures that actually worked. They could learn from Macy's by creating easy accessible content that is engaging to its customers.

 http://mobilemarketingfail.com/

3. I think mobile marketing is heading for success considering our generation is very dependent on mobile phones. If companies can come up with engaging and creative ways to market to consumers through their phones. 

[agiomuso]

The Mobile Marketing "Do's" and "Don'ts"

1. Starbucks has one of the most successful marketing campaign.  Starbucks offers many ways for consumers to connect with the company, all while ensuring privacy.  They process over one million mobile payments a week, making them one of the biggest players in mobile commerce.  There are many ways which makes Starbucks mobile marketing so very successful.  Starbucks makes sure it has a presence on each and every channel instead of putting their focus on only a single channel.  Not only do they feature the latest technology, such as augmented reality and QR codes, but they also take advantage of traditional channels, such as SMS, mobile advertising, and applications. 

http://www.mobilemarketer.com/cms/resources/mobilegends-awards/14499.html

2. Papa Johns Pizza is considered one of the many companies who had a mobile marketing plan that failed.  In hopes of expanding its presence from 215 shops to 500 shops, Papa Johns distributed over 500,000 illegal text messages to customers.  Consequently, this lead to a class action lawsuit seeking over $250 million in damages.  The company eventually settled for $16.5 million in which they had to $50 to each member of the class, along with a free pizza. 

One approach that Papa Johns can utilize is the use of QR codes.  That way, consumers can choose to scan their code rather than being forced to read their text messages where it can cost the consumer usage and data rates. 

One thing that Papa Johns can learn from Starbucks is that you have to let consumers come to you.  The more you send constant text messages and/or emails, the more "spammy" your company looks and the more likely consumers will find you annoying.

http://www.mobilemarketer.com/cms/news/legal-privacy/14234.html

3. As a marketing student, and a millennial consumer, I believe that mobile marketing will continue to grow because with so many consumers on the go, mobile is a natural way to connect and engage.  I also think that it will become an expected part of every marketing mix.