Nielsen Study Reveals Consumer Cell Phone Preferences December 20, 2010Posted by StrategicGrowth in mobile.
Tags: Android, Apple, Blackberry, Google, iPhone, Nielsen Study, smartphone user demographics
As marketer’s begin to embrace mobile marketing strategies and begin being faced with choices on which strategies are best for their firms, one element that will be increasingly important to know is which phones are being used by specific demographic segments. Nielsen is making strong in-roads at providing that information
A recent Nielsen Company report revealed that U.S. consumers rate Apple and Google Android phones as the most desirable, but men, apparently, prefer Android OS phones, whereas women prefer the Apple iPhone.
Smart phones, which have a nearly 30 percent penetration in the U.S. mobile device market, are led by the Apple iOS (27.9 percent), RIM’s BlackBerry (27.4 percent) and Android (22.7 percent). Of consumers queried about plans to upgrade their current phones, 35 percent picked iOS, 28 percent Android and 15 percent BlackBerry. Interestingly, more feature phone owners were interested in migrating to Android (28 percent) than Apple (25 percent) and left BlackBerry in the dust (11 percent).
The preference by gender was also clear: Of females looking for a new smart phone, 30.9 percent opted for the iPhone, and only 22.8 percent are interested in Android. For men, however, 32.6 percent want an Android phone, and 28.6 percent want an iPhone.
In the 18-to-24-year-old group, 35.9 percent of respondents opt for the iPhone, with 32 percent leaning toward Android. The difference narrows in the 25-to-34 group (31.9 percent versus 29.8 percent) and flips for the 35-to-52 group (27.4 percent for Android and 26.3 percent for Apple).
Tags: advertising, Blackberry, Cartier, GPS targeted marketing, holiday advertising plans, holiday marketing plans, iPhone, mobile advertising, mobile commerce, Mobile Marketing, mobile phones, mobile website, Palm Pre, Polo Ralph Lauren, retail, ROI, short codes, small business, SMS, Strategic Growth Concepts, Target, Tiffany, Walmart
By Mickey Alam Khan, July 6, 2009
It’s only three months before mobile can expect to play a significant role in searching and shopping for the holidays. Marketers, agencies and vendors should gear up for the traffic and the expectations.
As is customary, marketers are already working on lists for catalog, direct mail, insert media and email drops for the holidays, along with planning print, television, radio and online buys for those with the budget. Mobile should now be included in that media mix.
First it is key to understand mobile’s role in the holidays. It certainly won’t supplant ecommerce or the wired Web. It won’t take away from print, TV or radio’s branding strengths. And it won’t compete with the catalog, mailer, insert or email.
Long on short codes
Let’s start with catalogs.
Each catalog invites users to shop via phone, mail or by entering a SKU number on the brand’s Web site. Perhaps it would be wise to add a keyword and common short code on each catalog, inviting recipients to text and opt in to the loyalty program for alerts of new deals, shipping incentives or discounts during the holidays.
A similar effort with targeted direct mail and inserts – unique keyword and short code – can actually track the piece’s efficacy in case the customer or prospect responds to the call to action.
Mentioning a keyword and short code on marketing and retail email newsletters can also encourage enrollment into the overall loyalty program with the mobile number.
Adding SMS to print, TV and radio will help track the effectiveness of print and broadcast advertising at a time when the sales pitches are at their shrillest. After all, the holidays are the annual Olympics for retail and marketing.
It’s as simple as that: a keyword and short code. But start preparing now. Wireless carriers take their own sweet time approving SMS programs, and with new requirements in place, marketers have to provide every detail about their planned campaigns.
What the carriers don’t want – and certainly will prevent at all costs – is a collapse of their network due to a deluge of commercial SMS messages. Nor do they want to be accused of spam, even if it’s a perception issue.
At any rate, expect holidays 2009 to set a record for holiday-oriented SMS messages exchanged between brand and consumer.
Site to see
Another holiday marketing tool that requires immediate attention is a mobile or mobile-friendly Web site.
With the falling costs of creating a mobile site and the plethora of plug-and-play services out there, retailers and marketers have little excuse to dither on creating a mobile Web presence targeting consumers on the go.
What would consumers on the go like from their favorite brands’ mobile site? Several functionalities including a search engine for merchandise, store locator, gift-finder tool, list of best-sellers and prices, sales promotions, SMS signup, package tracker and, in some cases, the ability to buy from that site.
Smart mobile sites will also include the click-to-call functionality, linking the shopper to the pertinent store.
Obviously most of these functions would work well only on sites customized for smartphones. But it’s a necessary first step to create user-friendly mobile sites for the iPhone, BlackBerry, Palm Pre and more sophisticated HTC, LG, Samsung, Sony Ericsson, Motorola and Nokia phone models.
A smart accompaniment to the mobile site is the mobile application incorporating some, if not all, the functionality available on the marketer or retailer’s mobile site.
Brands can use their store marketing or other channels such as mail, catalog, print, email or broadcast ads to urge consumers to download their app from the pertinent app store.
Make sure the app is compelling if it is not to be deleted within days of download. Occupying valuable screen real estate on, say, an iPhone, BlackBerry or Palm Pre, is a branding privilege that should not be abused.
That takes care of the merchandising and mobile marketing sides of mobile. How about mobile advertising?
Well, now’s the time to make smart buys across leading media sites.
Brands such as Polo Ralph Lauren, Tiffany and Cartier as well as Walmart and Target should be locking up deals with trusted publications including The New York Times and The Wall Street Journal. They should lock in key positions for their ads to run on those publications’ mobile sites.
These brands can also strike deals with magazine publishers such as Time Inc. or Hearst to incorporate mobile into their multichannel media buys. Mobile ads can run not only with the publishers’ sites but also within their apps as part of sponsorship deals.
All mobile ads, once clicked on, will link to special landing pages with the desired call to action or to the mobile site. As simple as that. It’s been done on the wired Web and there’s no reason why it can’t be replicated on mobile.
Look, it’s very simple: When one in 10 working-age Americans is out of work, when the nation’s mood swings between optimism and pessimism, when the national savings rate is going up, the only way that marketers will get consumers to spend is through marketing and its desired end – creation of desire.
These ideas are basic and require little effort but consultation and working with the brand’s agency or mobile marketing firm. The time has come for brands to recognize that if they want the holiday merchandise to move, they must be as mobile as their customers and prospects. Call now.
Should you be interested in learning more about mobile marketing and how it can help grow your business, please review the mobile section of our website, additional mobile marketing articles within this blog, or contact us directly via the website or email at firstname.lastname@example.org for a FREE initial consultation.
Tags: advertising, cellular phones, Click-to-call, ColorSnap, Gillette, Google search, GPS targeted marketing, Guiness, handhelds, Heineken, iPhone, Lion King, Mandalay Bay Hotel, marketing, MMS, mobile advertising, mobile channel, mobile commerce, mobile coupon, Mobile Marketing, mobile phones, mobile site, Mobile Site Survey, P&G, Randalls, ROI, Safeway, Sherwin-Williams, short code, small business, small business owners, SMS, Strategic Growth Concepts, Town Square Mall, Victoria's Secret, Whole Foods
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The Lion King musical production
Disney’s Tony Award-winning musical “The Lion King” at the Mandalay Bay Hotel and Casino in Las Vegas used mobile to drive ticket sales.
Commercial spots on the Cox Media cable network encouraged viewers to text the keywords NALA or MUFASA to short code 269411. The Lion King and Mandalay Bay were able to build an opt-in database of locals interested in receiving promotions in the future.
The strategy was to generate buzz about the Lion King musical production at the Mandalay Bay Hotel, as well as drive traffic to the outdoor shopping mall – Town Square
Mobile was suitable for this campaign because it provided the ability to engage the target market, be the medium for the scavenger hunt and provide extremely detailed metrics from beginning to end.
This particular campaign was unique, as it was a scavenger hunt utilizing the mobile device.
Consumers that texted in NALA or PUMBA got a message that said, “Find Lion King Paw Prints near Your next clue @ Whole Foods in Town Square. Address: 6689 Las Vegas Blvd.”
When the consumer reached the destination, they were asked to text LION to the same short code to get the next clue.
Respondents that used the keyword LION got a message that said, “Get “ON” Your way and “sea” the latest clothing styles at Your next clue in Town Square!”
Once consumers reached Town Square and found the next clue, they were instructed to text TIMON to the short code.
In return they got a message that said, “It’s a walk in the “park” to a Tropical Time with “Tommy” for Your Final Clue in Town Square!”
The last and final keyword was MUFASA. Once consumers texted this keyword in the got a message that said, “Congrat’s! You finished the hunt! Winners will be contacted on 5/7/09.”
The double opt-in was then sent, asking consumers to reply YES for ten entries to win a $100 Whole Foods Gift Card and to subscribe to Cox exclusives.
“The goals of this campaign posed a unique set of challenges, and the mobile channel provided the ideal measurable solution,” said Isaac Naor, client services manager. “It allowed enough creativity to drive locals to the new [high-end] outdoor mall, provided engagement with the brand, and enabled the campaign to stand-out and become viral.”
Safeway / Randalls
Safeway’s Randalls Food Market has launched a mobile coupon program to help its customers save time, money and trees.
These days, money is tight and people are looking for ways to stretch their dollars, so Randalls is letting customers download manufacturer’s coupons onto their Remarkable Card. The Remarkable Card is Randalls’ loyalty card.
Shoppers can get discounts from brands and select Randalls-labeled products.
This opportunity is available at 14 Randalls stores in Austin, TX, 36 stores throughout the greater Houston area and 62 in the Dallas/Ft. Worth area.
To sign up to get coupons in the first place, Randalls shoppers just need to visit the mobile providers Web site to activate their account.
Digital coupons mean that no paper is used to distribute and redeem coupons. “Eliminating paper from couponing not only saves forests, but also benefits the environment by reducing the water usage to produce the paper and ink, as well as the energy to move the paper out to homes and newspaper stands. “So mobile and digital coupons are environmentally friendly and have virtually no carbon footprint themselves”.
No more searching for coupons in newspapers and magazines, coupon cutting, or riffling through coupons at the store.
When customers present their Remarkable Card at checkout, coupon savings are automatically applied to the appropriate items in their shopping basket. The discounts are also shown directly on the receipt.
For grocers and manufacturers, this is a more targetable and efficient means of coupon promotion, not to mention the benefits of being able to market to consumers both in and out of the store.
Best of all, with redemption rates 5 to 40 times that of paper-based coupons, it’s highly cost-effective.
Victoria’s Secret has launched a dedicated mobile Web site and is also targeting its mobile database of opted-in consumers with exclusive offers, event coverage and new product information.
“With so many consumers (94 Million in the U.S.) using their handhelds to read email, search for products (9 percent of Google searches are now on mobile devcies) and browse Web sites, it is a basic expectation that a mobile user will have a successful experience when they visit a company’s Web site,” said Jason Taylor.
Consumers can sign up for alerts on the mobile site at http://mobile.victoriassecret.com or text the keyword START to the short code 26435 (ANGEL).
All text message communication with consumers will include a link to the mobile site, in an effort to drive users there.
The Victoria’s Secret mobile site features different categories and shopping bags. The main menu gives site visitors a list of the “Most Wanted Bras.”
Gift cards can be bought right from the mobile site and consumers are able to locate and map the closest Victoria’s Secret store to them.
What’s most impressive about the site is that women can actually browse and then buy products right from their mobile phones, with the same secure settings that the retailer’s Web site provides.
Customers that make purchases on the mobile site can come back to view their order status.
Additionally, the mobile site has a ‘special offers’ section where consumers can get discounts.
For example, consumers that place an order of $100 or more can use the code VSFRSHIP at checkout and all shipping and handling charges will automatically be deducted after the offer code is applied.
The mobile phone becomes much like a shopping assistant with the Victoria’s Secret mobile site.
In fact, users can even browse the print catalog and order using their mobile phone.
Victoria’s Secret went a little further with its mobile site and turned it into a great place for consumers trying to get their loved ones a gift. The mobile site doesn’t just showcase lingerie; it offers other products and services as well.
Additionally, the mobile site has a click-to-call feature that connects consumers with Victoria’s Secret customer service, should they need to actually speak with someone.
Another interesting feature on the site is the “Site Feedback” link.
Users that click on it are asked to take the Victoria’s Secret Mobile Site Survey, where they are asked some questions regarding the site and how well it works.
The site is full of pictures of various products from Victoria’s Secret and consumers can view what’s on sale and the most wanted stuff.
Procter & Gamble / Gillette
Procter & Gamble’s Gillette razor and blade brand is shaving away traditional marketing by using the iPhone as a means of communicating with its audience of male consumers.
Gillette has launched “uArt,” an iPhone application that lets consumers use the Gillette Fusion razor to shave and create any facial hairstyle they like. Consumers just upload their picture, choose a facial hair texture, length and color, and then start shaving.
“As a grooming company, we want to help guys be their best and to achieve that, we want to provide tools to help them find the look and style that is right for them so they can express themselves,” said Mike Norton, director of external relations at Gillette, Boston.
P&G is one of the leading consumer packaged goods manufacturers whose portfolio includes brands such as Tide, Iams, Pringle, Oral-B, Charmin, Pampers, Old Spice, Dawn, Camay, Tampax and Clairol.
Gillette is a brand of P&G currently used for safety razors among other personal hygiene products. P&G bought Gillette in 2005.
To shave using the uArt application, consumers just need to use their finger to guide the razor easily over the beard.
Users can create a chinstrap, handlebar, moustache, lamb chops and even design a totally new facial hairstyle.
By double-tapping, the user can get incredible shaving detail.
The application is geared towards males ages 15–34. It is being promoted via online marketing.
This isn’t the first time that Gillette has relied on the mobile channel to target its audience. The grooming brand used mobile for some other promotional programs.
Most recently, Gillette recently completed a program with New York Yankee superstar Derek Jeter where consumers could send in a text and be eligible to win a free Gillette Fusion Razor.
Gillette’s use of mobile is in keeping with evolving consumer habits.
“The Gillette audience is doing more than watching TV or sitting in front of a computer — they are active and moving,” Mr. Norton said. “The app helps guys explore and achieve the look and style that is right for them.
“Guys can interact with the brand through a medium in which they are most engaged,” he said. “Mobile is a big part of guys’ lives. It’s a great medium. It’s personal and guys spend a lot of time using their mobile devices.
“Brands have the opportunity to reach their audience through entertaining interactive apps that deliver a message.”
The company and its mobile marketing provider created an iPhone application that lets users isolate a color within any photo taken on their iPhone and get matching Sherwin-Williams paint colors along with a coordinating palette to complement their choice. The application is called ColorSnap.
“Our desire is to meet our consumers exactly where they are,” said Ellen Moreau, vice president of marketing communication at Sherwin-Williams, Cleveland, OH. “ColorSnap helps them capture inspiration as it strikes.
“The app not only makes it simple to determine the color, but to bring it home by easily locating one of our 3,300 stores,” she said.
ColorSnap was downloaded by thousands of users in more than 60 countries within the first week of its release. The application is ranked No. 35 out of 3,000 in the free utilities application category in the iPhone App Store.
The ColorSnap application is unique because it lets users capture a new photo the moment they feel inspired, whether within the application or using an image already stored in their iPhone photo library.
Then, consumers just user their finger to scroll around the image and locate the exact color they’d like to see matched.
“Choosing color is the hardest part of redecorating,” Ms. Moreau said. “Inspiration can hit a consumer anywhere and we are helping them bring the colors that appeal to home from wherever they may be.”
Users are able to find the nearest Sherwin-Williams store to begin their painting project. Or, they can save the color into “My Saved Colors” for continued reference.
Using iPhone GPS capability or ZIP code entry, users can find their local Sherwin-Williams store. Users can direct dial or map the Sherwin-Williams location all within the application.
Colors include RGB values for architectural design professionals and Photoshop fiends, making it easy to recreate the colors in renderings.
The application is geared towards home owners, architects and designers and painting contractors. Sherwin Williams chose mobile because the company is trying to reach a younger demographic.
“Mobile is the ideal channel for this type of offering because inspiration is anywhere,” Ms. Moreau said. “We are trying to make it easy for customers to shop and buy paint.”
Sherwin-Williams has tested mobile advertising in the past. However this is the company’s first iPhone application.
By Giselle Tsirulnik; June 10, 2009
Heineken and Heineken Light are using mobile as part of multichannel effort to get consumers to stock up on the beer this summer.
The program will run from June -August in retail outlets nationwide and invites consumers to elevate their traditional summer entertaining by hosting a Heineken “Blok” Party. The mobile component asks consumers to enter to win a sweepstakes by texting GREEN to short code 49737.
“The Heineken ‘Blok’ Party program is true to our brand objective of delivering great beer and great experiences,” said Breege Murphy, channel manager at Heineken, White Plains, NY. “And it offers our retail partners a unique new way to generate excitement among consumers through engaging displays and in-store merchandising materials that will help drive purchase of Heineken and Heineken Light.”
The sweepstakes will select two winners randomly on July 31.
These individuals will win a block party for no more than 50 guests who are over the age of 21.
The “Blok” Party prize includes live entertainment, top-notch catering and interactive leisure sports, giving them the ultimate “Blok” Party experience to be held in his or her neighborhood on or near Labor Day. The retail value of each party is approximately $50,000.
Contestants can win 59,000 song downloads from the EMusic store.
Winners get their download codes via SMS if they entered the sweepstakes using the channel.
The “Blok Party” sweepstakes is being promoted in liquor stores via advertising which encourages consumers to stock up for summer entertaining at home.
The sweepstakes will also be promoted in supermarkets via cross merchandising offers on party essentials and unique party tips for creating the ultimate “Blok” Party experience.
In-store signage will tell consumers that that the ultimate “Blok” Party can be elevated with Heineken.
Heineken has used mobile before.
The brewer ran a mobile campaign in which it distributed scratch-cards to bar customers. All the scratch-cards asked consumers to text message a keyword to a short code.
Each time a consumer texted in, they were entered to win different prizes. Whether the customer won or not, he or she was opted in to receive a WAP push with Heineken mobile agenda.
This wasn’t the first time that a brewer turned to mobile for a promotion.
Irish brewer Guinness held “The Great Guinness Pint Contest,” an interactive mobile program meant to engage consumers with the brand.
The program asked consumers at participating businesses to rate their pint of Guinness via their mobile phone. Each time consumers rated their pint they were entered into a sweepstakes in which five winners received a trip for two to the Guinness Brewery in Dublin, Ireland, during the company’s 250th anniversary (see story).
“Through a wide range of elements including a consumer sweepstakes for the ultimate ‘Blok’ Party and cross merchandising offers, the program inspires consumers to make the most of every celebration by choosing the ultimate imported beer brand – Heineken,” Ms. Murphy said.
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