Saturday, I was shopping in a retail store and I saw an advertisement to text 55566 to this number and recieve 10% off your purchase instantly. I thought "wow, this store is aware of their target market (young adults who have their cell phone in their hands 24/7) and is adapting to wireless marketing". The June 4th article on eMarketer.com titled Why Retailers Need an In-Store Mobile Strategy, reminded me off my recent in-store experience. Retailers now have a new channel of marketing to focus on, mobile phones! Dave Sikora, founder and CEO of Digby quotes interviewed for article states " Our premise is that retailers have three channels: catalogues, the physical store front, and their website. We believe that mobile phones is not only the the fourth channel, it's the unique channel". Marketing to consumer through their mobile phones is a sign of marketing in the 21st century and being used by small and large retailers.
New apps, such as bar codes, are available for download which allows customer to price check and compare prices on almost every items in a store. Some retailers may view this app as a threat but Sikora stated, "You have to have an in-store mobile strategy that's application based. You have to have a mobile strategy that provides significant values over and above what people can do just by walking into your store and doing a price check". Once again, I see the word "value" and can't help but think back to the beginning of our text book that covered how important value added services are to Internet marketing.
New apps, such as bar codes, are available for download which allows customer to price check and compare prices on almost every items in a store. Some retailers may view this app as a threat but Sikora stated, "You have to have an in-store mobile strategy that's application based. You have to have a mobile strategy that provides significant values over and above what people can do just by walking into your store and doing a price check". Once again, I see the word "value" and can't help but think back to the beginning of our text book that covered how important value added services are to Internet marketing.
You put it well: mobile phones are a unique channel, and may be even the most consumer-specific of all the channles. My kids may use my PC, but they have their own phones and would never consider using mine. To marketers, a major problem is solved: I know who you are, and with geo capabilities, I know where you are. iPhone and Droid phones are contributing to the changes.
ReplyDeletePrediction: PC's will morph into TV + computer, and PC’s will go away as we know them; and smart phones will assume more laptop functions, and bridge devices such as the iPad might make the laptop go the way of the Brontosaurus.
Yes ... by marketing directly to the teenagers, you are eliminating that parental filter. :)
ReplyDeleteI just renewed my Sprint account and was awarded the new HTC EVO 4G for a minimal charge. I am absolutely stunned by the capabilities of this device. The thing is faster than my laptop and I can watch TV live from it and perform virtually any function that I can dream of. The applications are amazing as well, but, when I click "yes" to the application download, pay specific attention to the disclaimer......."they" know EVERYTHING about us/me now, dang.
ReplyDeleteI definitely agree with all of your comments!
ReplyDeleteDid you happen to see/read the article that was posted on Emarketer this morning? It was titled," Reaching Teen Influencers with Social Messages."
I really believe Marketers are focusing on teenagers, and the younger generations! Why wouldn't they? Shopping on a weekly basis, with a cellular phone ALWAYS in hand ------ PERFECT!
Great article...looks like my blog about the bar codes at store fronts would fit right in! Scan a bar code and get a coupon instead of having to text....all morphing together. I am an iPhone addict now and I am always looking for ways to make my life easier....and save money.
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