As reviewed in the Part I of the Newburyport Chamber’s Intro to Mobile Marketing seminar, marketing to “smart” cell phone users is not a futuristic concept – it is happening right now. Your customers and prospects are using it today to find new and interesting things and experiences. The Greater Newburyport Chamber of Commerce and Industry recognizes this growing trend and the Newburyport Five Cents Savings Bank, sponsors of the seminar, are already an invested and adept user of this media. The Newburyport Five Cents Savings Bank sponsored Julie Cook and Kevin Bowe of Cook Bowe Communications to share information on this trend and the technology with Chamber members at Mass Audubon’s Joppa Flats Education Center.
After discussing the pros and cons of creating apps and/or mobile-optimized websites, Kevin shifted to Text Marketing 101: Immediacy=Intimacy. Kevin explained the three levels of text marketing and their current penetration and robustness.
First is rudimentary SMS (short message service) that is already used by cell phone users young and old. According to Pew Research, this service is currently by 69% of the population — with over 80% penetration for users from 13 – 34 years old. Nearly 65% of users from age 34- 54 use text messaging – a key buying demographic for most businesses in Newburyport.
Second on the list is MMS, short for Multi Messaging Service. This media goes beyond words to include graphics, audio, animation, and video. The most common use of MMS today is the taking and sending pictures taken by cell phone and sent to another cell phone. While the technology platform was launched back in 2002 and has gained wide support around the world, according to Pew Research, only around 40% of smart phone users actively use MMS – and again, mostly to send personal pictures.
The final type of text messaging brought up was the QR Code, or Quick Response Code.
QR Codes were developed and are very popular in Japan where businesses use them to encode information such as text, URLs, geo coordinates, coupons, etc. Businesses include a QR Code in their print advertisement where prospects can scan the code with their smart phones to have the additional information available. This is already starting to happen in the US and even here in Newburyport.
Newburyport’s ReMax real estate company uses QR codes to provide more instant information on homes advertised in print newspapers:
Newburyport’s Mission Oak Grill issues QR codes for its loyalty program. Members sign up, receive a QR code and bring a print out when they dine. When their bill is totaled, the server then scans their QR code to give them credit for the meal.
Some different ways to incorporate QR Codes in your marketing plan include creating QR codes to enable customers to easily download:
- Product details
- Contact details
- Offer details
- Event details
- Competition details
- A coupon
- Twitter, Facebook, IDs
- A link to your YouTube video
In summary, mobile marketing is not a futuristic concept but something to consider, assess and engage in NOW! Benefits include:
- Exponentially increase reach
- Anytime-anywhere purchasing opportunities
- A wide variety of new marketing tools
- Uniquely personal and immediate media
- 100% measurable
- “first screen” brand impression
- Lead-generation opportunities
- Maximize existing investments
- Extend brand value across mobile media
There are numerous local marketing agencies ready to assist you in exploring the various types of mobile marketing available now and in the near future. Please contact the Newburyport Chamber to learn more!
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