Mobile Measures Up

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Why is mobile marketing calling to marketers? Measurable results.

Reebok International's ad on mobile-content provider Vindigo for its iPump shoe earlier this year proved to have better return on investment than comparable Internet efforts, said Marc Fireman, global director-advertising and interactive. Standard click-through rates are 1.5% or less while iPump's mobile campaign garnered 4%. The Web's opt-in rate for e-mail is generally 2%, while Reebok's mobile campaign garnered a 3% rate, he said.

His only regret: He viewed mobile marketing as a "medium" but should have thought of it more as a direct-response vehicle and provided consumers with an immediate response with something of value, he said. "It's more of a one to one engagement with a brand."

In a promotion this spring, McDonald's put a promotion code on 20 million Big Mac packages in a sweepstakes contest with the House of Blues that urged participants to enter to win prizes and text in from concerts. The result was a 3% sales gain for McDonald's, but what was surprising to Douglas Freeland, director-brand entertainment strategy for U.S. marketing at McDonald's, was that 40% of entries came via text messaging instead of the 20% he anticipated.

During the sponsored concert tour, he expected about 10% of the audience to text message to a screen on stage. Instead, 19% of the audience texted questions such as "Who is that hottie to the left of the stage?"

More importantly for McDonald's, 24% of those using cellphones opted in to receive future promotions and messages, exceeding the 15% range expected.

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