Mobile Marketing

Mobile Marketing

One of the latest trends in social media that I have noticed is the recent increase in mobile marketing tactics. Victoria’s Secret, Subway and American Eagle are three companies that I receive mobile marketing messages from on my cell phone. I signed up to receive text messages from all three of these companies. These text messages have a variety of different special offers and discounts and announcements from the companies.

Subway

A recent offer that I received from Subway was on December 2, 2009 and it was through a text message that read:

“My SUBWAY Mobile! Buy 6” Sub and 32oz Drink, Get 6” Sub of equal/less value for $.99 Show Code on Phone HG1202. Participating stores thru 12/04/09 STOP to quit”

The only problem that I have noticed with Subway offers is that the codes are not valid at all Subway stores. The Victoria’s Secret promotional codes are always valid online and at all of the company’s stores, the same is true for American Eagle discounts/codes. I feel that Subway should make sure that all of its restaurants can use the mobile offers and that they know what the mobile offers are. Subway would definitely be able to use mobile marketing to its advantage and drive sales by making the mobile codes/offers valid at all, if not most Subway restaurants.

Victoria’s Secret Mobile Web Site:

Victoria’s Secret has created a web site that is specifically available to mobile users. Mobile users find simple, faster loading web sites easier for them to load on their cellular phone devices. Victoria’s Secret created the site,http://mobile.victoriassecret.com/mt/www.victoriassecret.com, for users logging on to their site via mobile. The site lets users do just about anything possible! Users can buy clothing and gift cards, map a location to their nearest VS store, sign up for text massages and more (Victoria’s Secret Mobile, 2009).

Victoria’s Secret recently opened a store in Chicago on Michigan Avenue. The company used many different marketing efforts in order to promote the opening of the store. One of the most interesting tactics that I found was the bluetooth marketing technique. Outside of its Michigan Avenue store, there was a sign that read “Activate Bluetooth,” with a model in lingerie standing behind the advertisement. When the user activated the bluetooth, they were able to receive a special offer that could be used inside the store. This was the sign:

The image was taken from: http://www.mobilemarketer.com/cms/news/messaging/4449.html

Usablenet produced the mobile site for the parent company of Victoria’s Secret, Limited Brands. Many retailers are now looking into mobile marketing and e-commerce options. According to an article by PromoMagazine Online:

“Mobile e-commerce for real merchandise has been slow to take off in the U.S., largely because of concern over the safety of payment systems. But those attitudes may be about to shift. A recent study by Harris Interactive for security firm Billing Revolution found that 45% of those polled consider shopping by mobile phone to be “somewhat safe.” But that confidence rose among the 18-34 age group, 59% of whom found mobile shopping “somewhat safe,” compared to 34% of those over 54” (Victoria’s Secret Reaches, 2009).

 

References:

Victoria’s Secret Mobile. (2009). Retrieved December 6, 2009, from http://mobile.victoriassecret.com/mt/www.victoriassecret.com

Victoria’s Secret Reaches for Mobile Shoppers. (2009). Retrieved December 6, 2009, from http://promomagazine.com/mobilemarketing/news/victorias-secret-mobile-shoppers-0528/