Mobile Consumers Want To Join Brand's Loyalty Clubs
On one hand, we have advertising networks and tracking services that devise ways to deliver marketing messages whether they are welcome or not.
On the other, we have permission-based mobile loyalty clubs where consumers choose to interact with brands that they select.
As reported by USA Today, the Federal Trade Commission is considering a "Do Not Track" proposal that theoretically would give Internet users the right to opt out of what is now often an invisible gathering of Web users’ activity.
The newspaper knows that a program like this is not without powerful forces fighting it.
“The catch: The burgeoning industry of advertising networks and online tracking services that have devised dozens of sophisticated ways to identify and profile specific consumers must be compelled to obey consumers' wishes.”
Talk about your failed Moments of Trust.
Contrast this with mobile loyalty clubs that continue to gain favor by mobile subscribers.
In Hipcricket’s third annual survey released Tuesday, interest and participation in mobile loyalty clubs remained steady at 35 percent and 9 percent respectively. However, the research found that 90 percent of those who had participated in a mobile loyalty club gained value from being a part of the club, representing a significant untapped opportunity for brands.
Hipcricket client Arby’s has been recognized for its mobile loyalty club use and growth. The effort included the launch and promotion of the Roastburger sandwich and kicked off with a Jimmy Kimmel Live segment, where viewers were urged to text the word ROASTBURGER to 27297 to receive a free sandwich with the purchase of any drink. Arby's created 172 local databases to handle the mobile response traffic from its television + mobile promotions.
Of consumers who started a mobile interaction with store signage, more than 89 percent opted to join their local database, and more than 90 percent of TV respondents did so. Arby’s has since integrated mobile into many of its TV and radio commercials, print ads, Sunday coupon circulars, live events and in-store signage.
The program was recently a finalist in the Mobile Marketing Association’s North American Product Launch of 2010.
Mobile marketing and advertising’s promise lies in its ability to convince consumers that they are in charge. And to live up to that promise.