This month on the Webinar Series, we were privileged to welcome one of one of the leading consultants in social engagement and online reputation management, Craig Agranoff. He has worked with many Internet start-ups and founded the tech blog sCommerce.com and Rev2.org. Craig is the author of two books: Do It Yourself Online Reputation Management and most recently, Checked-In: How To Use Gowalla, Foursquare and Other Geo-Location Applications For Fun and Profit.
The topic of the webinar addressed the topic of location-based marketing through mobile devices. There were a number of great takeaways that came out of the content, plus a few that we weren't able to fit into the sixty minute time slot. I wanted to pass along some of those items, but be sure to go back and check out the recording for the full rundown.
- The latest study by Pew Research says that 72 percent of American adults use their mobile phones for text messaging (that number jumps to 87% for teens).
- The average e-mail open rate hovers around 15% while the average SMS open rate is close to 90%.
- The foursquare business development team recently wrote a post sharing various example of how participating companies are truly cashing in on the platform to cultivate customer loyalty and continual drive traffic to their establishments. One that stands out – Starbucks has seen a 50% increase in check-ins at its locations simply by running a $1 off incentive – 50 %! That's pretty impressive even for Starbucks who is already the most checked in retailer on the foursquare platform.
- Foursquare has over 5.6 million venues listed, receives over 1 million check-ins a week, and gets 13k new users a day! Gowalla comes in at just over 1.4 million venues and 1,370 newcomers each day.
So, what's my point? Look at these numbers and the potential reach of those that are in the different networks. Word spreads fast among communities and simple incentives can encourage people that may not be your typical customer or consumer to explore new territory. People use location-based applications for numerous reasons. Some use it to find people, some to get badges or points, but many use them specifically for special offers/coupons and local tips. Think of it as a way to track someone's personal history of places, then get creative and capitalize on their behaviors.
Has your company started using mobile marketing to reach customers? What have your successes been? What are the pitfalls? Share your thoughts below.
Simone has been involved with both the sales and marketing teams at ReadyTalk and currently fills the role of Programs Coordinator and manages the monthly ReadyTalk Webinar Series, which is a free forum for professionals to interact with their peers and other experts on topics ranging from sales and marketing to nonprofits and funding to leadership and professional development. Simone is an outdoor enthusiast – skiing, climbing, triathlons, and trail runs with her dog, Bucket, are just a few of the things she enjoys outside of the office.