A successful mobile marketing campaign is one that was used by movie rental company Redbox in June 2011. The campaign worked through using your mobile phones and texting in the keyword DEALs to receive discounts on movie rentals. This campaign ran for ten days and through their kiosks they were able to leverage their presence. Their leveraging of their assets allowed for a social outreach campaign that was successful with 1.5 million pull text messages launching a positive word of mouth marketing campaign. Redbox is also incorporating an iPhone and Android Application which allows users to track kiosks and movies.
An unsuccessful mobile marketing campaign is with the television channel ABC and their mobile website and app. What made this campaign not work was the limited access and not aligning their mobile site to the mobile app, an outdated and not working mobile number to text for news and notifications along with information on how to make the app for watching videos online work.
On the site, one user and blogger mentioned how he was trying to find out more information on the app and how to make it work. After he texted the number listed on the ABC website, he was then sent a response that said the number he messaged was no longer working. After being on the website, the blogger listed other ways the website was not working. This included that there was no mobile version of the ABC site. He was directed back to the full site on his smart phone.
To learn from the successful that Redbox had incorporated into their online marketing, they should have made sure their numbers and campaigns were actually working. They had the text messaging service like Redbox, but did not have the number connected anywhere, and the user would get an error message back. They should have tested their site, had beta testers, and asked for feedback before actually publishing their video on demand website. They should have also made sure that users could watch it on their smart phones and be easily directed to their mobile applications. To increase WOMM, they should have also added in social media sharing buttons for users to share what they were watching or include a button that would let them post to their walls letting their friends know they were using ABC’s online feature for watching something mobile.
As a marketing student and a millennial consumer, I personally believe that mobile marketing will be the future of marketing. The dramatic increase in smart phones and tablets over the use of computers in recent years is a sign that marketing needs and must move to the mobile platform. If your company or organization is not utilizing text messaging, mobile applications, or converting their website to be mobile then they should probably just close the doors and join the business graveyard. I have found that I will stop looking at a website for a restaurant or store if their website does not list their phone number or hyperlink to launch the maps application on your phone for directions.
I think it is vital to understand the mobile landscape and creation of effective marketing campaigns for mobile users.