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408-554-4960
SCU - St. Joseph's Hall
Room # 108
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Retail Management Institute Newsletter - Winter '08
Mobile Marketing: Are We Ready?
by Danelle Mabubay ’07
From the Shop.org 2008: Strategy and Innovation Forum in Orlando, the most interesting e-commerce trend I found was the idea of mobile marketing.
The keynote speaker Andy Nulman, CEO and founder of Airborne Mobile, highlighted the benefits of mobile marketing and how it will change the way retailers communicate with their customers. The concept consists of using short, to-the-point text messages to alert customers of important deals and promotions. The upcoming trend to go mobile for marketing has already been popularized overseas in Japan. Mobile marketing is immediate, short, and measurable. It creates urgency for consumers to instantly want to go to the store to take advantage of that onetime deal.
Visiting Shop.org Strategy and Innovation Forum in Orlando (L-R) Mary Lewis ’09, Robin Lund ’09, Professor Kirthi Kalyanam, Amanda Martin ’08, and Danelle Mabubay ’08.
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Mobile marketing has the potential to attract the younger generation. We are known to be tech-savvy and are of the iPhone era. Based on my personal experiences, I have yet to opt-in for promotional text messages. In my opinion, I would find them to be a bother, similar to daily e-mail newsletters, which automatically get filtered out, unread. I believe the trend has yet to become popular here in the U.S. because there will be major issues concerning collection, frequency, and nuisance.
I wondered what other individuals of my generation thought about implementing a mobile marketing technique. The overall consensus of those I interviewed is “we are not ready” because not everyone has the technology on their phone to experience a rich-text message. I discovered from my peers that retailers would need to practice a great deal before applying an ambitious marketing approach to successfully persuade customers.
It will be interesting to see where mobile marketing will take us. It will either be a hit or miss. Retailers will have to face the challenge of how to execute text messages to their customers on various mobile platforms.
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Back to Newsletter -Winter '08
Retail Management Institute - Santa Clara University
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