Making the Case for Mobile Marketing at the November Membership Luncheon

Written by: Lauren Antista – Communications Coordinator, Florida Psychological Association

Senior VP and Manager of Southeast Digital for Edelman Craig Kronenberger presented a strong case for mobile marketing to the members of FPRA’s Capital Chapter.  Craig cited compelling statistics that the growing market of teens and adults (15 and 30) worldwide are increasingly reliant on mobile communication devices, especially: E-readers, TVs, mobile phones and PC platforms.

Craig highlighted some of the latest tools available on smart phones and how companies use them to reach target audiences. Because phones are frequently used as mobile social tools (91 percent of phone users go online to socialize compared to PC users), phone applications like Facebook and Twitter are among the most popular. Also SMS, the text communication service on phones, has become a successful marketing vehicle for many companies.  The New York Rangers launched a SMS sweepstakes, allowing fans to text in a keyword for the chance at prizes.

Mobile commerce (mCommerce) is quickly catching on, Craig asserted.  Location based services like foursquare allow companies like Starbucks to offer discounts to mobile users who use reward cards on their phones.  Companies are also making use of QR Codes (Quick Response Bar Codes).  Calvin Klein Jeans utilized QR codes on billboards as a part of a recent ad campaign.  Some companies are even harnessing smart phones as a way to augment reality, such as Ben & Jerry’s Moo Vision and Stella Atois’s Le Bar Guide App).

Commercial applications and mobile storefronts, along with mobile coupons and gift cards are among the most frequently used apps. An example would be Target and shopkick’s mobile app offering rewards, coupons, barcode scanning and e-alerts.  Even charities are participating in mCommerce, using TwitPay to allow patrons to make mobile donations.  And, some of the latest trends to check out include: mobile banking (e.g. Bank of America & USAA), loyalty programs, mobile tickets and price comparison.

Craig reminded listeners that mobile apps for Apple and Android phones are incredibly popular and the demand is grow.  He asked FPRA’s Capital Chapter to consider whether or not their organizations may benefit from their own application and listed key point to consider, including:

  • Would an app add value to their consumers’ experience?
  • Would an app be utilitarian or promotional?
  • How would you measure success?
  • An app is a multiple platform investment. Consider how you would manage across multiple platforms.

How would you manage updates on your app?