#jit9

[clementinepiau]

Ikea Success VS Ford Fail

1. Last year, Ikea created a marketing campaign in order to transform the traditional Ikea catalogue to a more interactive platform. To this end, Ikea launched an app for its consumers. Thanks to this app, the consumers could scan the pages of the catalogue and discover new products. This mobile marketing campaign was a real success as the app has been download 6.5 million times. Besides, as the catalogue was more interactive than a traditional catalogue, the engagement among the consumers increased from 3 minutes to 8 minutes. What made it a success was the creative idea to attract the consumers.

http://vimeo.com/46289580

2. An example of an unsuccessful mobile marketing campaign is the one Ford did for its Ford Escape. Actually, at the end of a TV commercial, Ford advised the consumers to send a text message to a phone number in order to have more information about the car. After writing his ZIP code, the consumer received information about dealers in the area and some offers. Then, every two weeks until he opted-out, he received the same unclear message: "Ford: Thanks for your interest in Ford! Your local area dealers still have great offers. Reply w/ur full name 2 B contacted. Msg+Data rate apply. Stop=Optout". The issue was that he never received any information about the SUV, but only "great offers". This campaign did not work because the message was not clear and was not what the consumers expected after  watching the TV commercial. Plus, the message was considered as intrusive and even spam as it was send every two weeks. 

In order for the campaign to be successful, Ford should have provided a short video explaining the characteristics of the SUV or at least some images instead of an intrusive text message since 65% of the audience is visual learners.

Ikea did a successful campaign because it was a well-working campaign that met the customers' needs. Thus, Ford should have created a campaign that ensure to give information about the SUV and not only explaining that there are some good deals in the customer's area.

http://www.jatxt.com/ford-and-text-message-marketing-campaigns-that-fail/

3. As our generation is dependent on their mobile phone, I reckon that mobile marketing will be a key tool in the future. Our generation is willing to download and try any new apps because it is a curious generation when it comes to technologies. People want to be the more up-to-date possible, that is why it is a huge field for marketers. They know as a fact that our generation will try, then, the success of the campaign relies on the app itself.

[maryjfischer]

Innovation at Your Fingertips: The Growth of Mobile Marketing Campaigns

1) The mobile marketing campaign I am focusing on is the partnership between Foursquare and The History Channel. Foursquare went out on deals with major media sectors such as Zagat, Warner Bros, and HBO and most importantly The History Channel. While America is "newer" on the horizon of country rich history, there is still a great deal that can be learned from U.S. history and experienced. This promoted campaign was labeled, "America, The Story of Us". It was a 12 hour series on the History Channel that focused upon the American people, cultures, places that made America into the country it is today, 400 years later. The campaign was set up to have Foursquare users check in when they stopped at various places. Foursquare would then spit back historical "bits" or facts about that specific place for the user to learn about at that location. Every time you checked in, you entered into the History Channel's sweepstakes that rewarded 10 randomly selected winners each week. Through this mobile campaign the History Channel was able to stay connected to those individuals who love history and the History Channel, while being connected through mobile devices. The History Channel was about to show History was popping up everywhere. See further information here: http://mashable.com/2010/04/13/history-channel-foursquare/

2) As for a unsuccessful mobile marketing campaign I came across the Crocs campaign where they had a number to text. Once you texted the number you received a text immediately back. The text back said thank you for inquiring, provided a 15% discount and gave opt out information. It was set up like this:

“What is a foot’s bestest friend? Find out and save 15 percent off today! It is as easy as one, two, three …

“1. Text ‘CROCS 1234’ to 63103 on your mobile phone.

“2. Instantly receive a 15 percent off coupon code answer.

“3. Show the mobile coupon code to the cashier at check out.”

While Crocs received a lot of hype, they could have better executed the campaign by offering more deals after this first 15% discount. While they generated a lot of hype and received a lot of attention, they did not do anything further with the hype they created and the contacts they received. For further information please follow here: http://www.mobilecommercedaily.com/crocs-gets-100k-texts-requesting-mobile-coupons-in-1-month-case-study

3) As a marketing major and a millennial consumer, I believe mobile advertising is going to be even more innovative and creative. I also believe more spend will be devoted within the budget for mobile advertising. more companies with be using mobile marketing to obtain a competitive advantage but it will be the companies that really focus on mobile marketing to stay ahead of the learning curve and economies of scope. 

[pantasticwonder]

Heading Onward -- How to make Mobile Marketing successful

1. Identify a successful mobile marketing campaign. Explain how the campaign worked, and what made it a success. Include a link to the article/company that describes the marketing campaign.

One mobile marketing campaign that was successful, in terms of my brand mantra, was the Halifax Home Finder app. The application, which was created by MEC, acts as a research tool for consumers searching for a new house. It helps search for properties, learn more about the properties – including photos and floor plans – along with ways to contact estate agents for more information. You can also get an estimate on how much you could borrow and work out in terms of payments, and find out how monthly repayments are done. More information can be found here:

http://www.halifax.co.uk/aboutonline/mobile-banking/mobile-apps/home-finder/

This application is a success for all new consumers looking for a new home. Any information that can be relevant to getting the perfect new house is done through this app. The article that gave the marketing campaign a success can be found here:

https://econsultancy.com/blog/62971-six-great-examples-of-mobile-marketing-campaigns#i.1jdle3dscgd0ay

  2. Identify an unsuccessful mobile marketing campaign. Why did it not work? Using the three approaches above, what would the company have done differently? What can the company learn from the successful one? Include a link to the article/company that describes the marketing campaign. 

One mobile marketing campaign that was unsuccessful was done back in early 2010, where Papa John’s sent consumers 500,000 unwanted messages – some consumers getting fifteen or sixteen texts messages in a row, even during the middle of the night. What started this fiasco was the pizza franchise sending the text blasts through OnTime4U, a mass text messaging service. In November of 2012, Papa John’s was faced with a $250 million spam lawsuit. More information can be found within the article in the link below:

http://money.cnn.com/2012/11/13/technology/mobile/papa-johns/

In my opinion, what could have made this campaign a success is if Papa John’s would have attributed data better to find some way to capture interest so that consumers would receive text messages that they wanted to receive, instead of spamming them with messages that they might have not been interested in receiving.

Another strategy would be to focus on the SuperConnecteds and connectors within the POST method, and not to focus too much on the inactives, entertainers, and talkers. If the latter three do not accurately check their texts to see what Papa John’s would send them, they why focus on that part of the method? Focus on the communicators only if they check their IM messages on a daily, and see if they are interested in what you and sending them.

Also, Papa John’s should have focused on good objectives and strategies for the most part, along with the appropriate technologies that will be used within the strategy. Had they known of a better provider than OnTime4U – possible research on the company beforehand, or better research done – along with a rational way to distribute messages, then they would have avoided this fiasco altogether.

  3. As a marketing student, and a millennial consumer, where do you think mobile marketing is headed?

I think that mobile marketing is heading in a direction that will continue to increase the more that it is used. Consumers all have different likes and dislikes; different companies do their best to cater to the crowd who will help them succeed the most. Through our activity on social media, and the world wide web in general – what we search up in our spare time – will trigger certain ads to pop up, whether we want them to or not. That’s one way that general marketers are trying to persuade new consumers; it can be successful, and at other times, it can hurt. I do not see a drastic change occurring with mobile marketing in terms of what was just descripted, since I see that that way is the most efficient way to gain new consumers – through giving out ads based on what the consumers frequently visit or search.