Weekend Reading - September 5
Another blow against email. The use of online social networking, text messaging and cell phones is diminishing the effectiveness of email marketing, especially among consumers who say promotional messages inspire their purchases, according to a report from JupiterResearch.
More than one-fifth (22 percent) of email users said they use social networking sites instead of email, with higher numbers indicating they have used instant messaging (IM), text messaging, and cell phones instead of email, Jupiter said.
“People receive such a high volume of email that they are unable to pay attention to every message. It is so important for marketers to be relevant and succinct when they send messages to consumers’ inboxes,” says David Daniels, VP, research director and lead analyst of the report for JupiterResearch.
When was the last time you made a purchasing decision based on an email you received?
Beyond the clip: Another case for mobile coupons. According to Mobile Marketer magazine, Visa and Chase are partnering to test the viability of mobile coupons. According to the piece, Chase cardholders will get special discounts based on personal interests – and have the ad message delivered via SMS, redeemable at point of sale.
This strategy jibes with a recent report from ABI Research that claims that while most consumers’ initial reactions to marketing and advertising messages on their mobile phone can often be negative, their level of responsiveness can be improved through incentives.
In fact, approximately 37 percent of those who have received text message-based advertising have indicated they are more likely to respond to advertising in a text-based marketing message if they are offered an incentive such as a retail coupon or free song or ringtone, compared with only 11 percent who indicated that such incentives would not have any impact.
Incentives that received the most positive response were real-world discounts and coupons for retail storefronts. Over 60 percent of those who were either neutral or open to potential text message marketing nominated a discount coupon at a local retailer as the incentive they would most likely respond to. The next most popular incentives were free ringtones and songs.
Are you readdddy for some foooo….text messaging? Did we mention that we’re huge fans of the National Football League and religiously watch Monday Night Football? Add text messaging to the mix and you’ve got an interesting plan from the Baltimore Ravens to control rowdy behavior. According to the Baltimore Business Journal, the Baltimore Ravens will be employing Houston-based Qtags’ GuestAssist to alert security about potential problems in the stands, via text messaging on their phones. Fans will get a text message code via stadium signage and public service announcements during the game to use if they have a problem. According to the article, stadium security can then “dispatch security, medical or guest services staff to the appropriate location of the stadium where fans have concerns.” We have an important message for stadium security: “Pls snd beer and 2 dogs, row 15, aisle 10.”
An apple a day. According to BusinessWeek’s Olga Kharif, Abilene Christian University is giving away Apple’s iPhone 3G to two-thirds of this year’s entering class of 950 freshmen. The article says that students will be “expected to use the devices to brainstorm ideas and get virtual handouts and podcasts during class. Instructors will use them for such tasks as monitoring attendance.”
