As the world progresses more and more towards consumer driven media when it comes to digital marketing (Twitter, review sites, etc.) one of the tough areas to break into is the use of mobile devices. This happens because of a few reasons with one of the largest being that most consumers do not want to be hit with advertising on their cell phones… and I can’t blame them. With the second reason being that businesses just cannot really figure out a way to do it that doesn’t bug customers or makes sense.
When you look at the fact that, according to CTIA 2009 statistics, there are 270 million mobile subscribers in the US, it becomes a very important thing for a digital marketer to figure out how to utilize this to get a company’s message and brand out to targeted consumers. I haven’t seen too many companies using mobile marketing, outside of apps for things like the iPhone, or at least doing it very well. This past weekend, however, I was pleasantly surprised by Best Buy.
My wife and I finally decided to make the leap (its about time) to upgrade my trusty old tube-based television to a flat-screen TV. Being in media, I’ve reasearched these ever since I saw the first one back in college about 7 years ago (which happened to be at a Best Buy and it was on sale for $10,999). So I went into the store knowing exactly what technology I needed to look for and what was good and what was bad. Once there, though, I wished I still had my computer and internet infront of me. The selection came down between two TVs and I was really torn. That’s when I noticed some small print on the price tag.
It is hard to read in this image (my phone is another thing that needs to be replaced), but below the price information it said to send a text message to a specific number to receive detailed specs and reviews. I’m not typically the type to send text messages to random numbers, but a review sounded just like what I needed to make my decision. After sending the text, I received a response back a minute later with the make and model of the television followed by a link. This link took me to a mobile-optimized page on Best Buy’s website with the product information and a listing of all the reviews from the website. I was amazed! The text message also gave instructions to text back HELP if I wanted more information or to talk to a customer service person or STOP to opt out of any other information. It was so easy to use that I pulled down the specs and reviews for a few other televisions. In the end, the decision I made was based not only on the information I came in with but also strongly on the different reviews and detailed specs that were sent to me. It was a complete win-win as I gained the information I needed to make a purchase and Best Buy gained metrics on a customer looking for a television in one of their stores.
This is just one really good example of a company using mobile devices in their marketing/customer service. Has anyone else come across any other good examples? I’d love to hear about them!