I recently read in Entrepreneurship magazine that mobile phone ownership outpaces personal PC ownership by the millions. Is anyone else as shocked as I am?
On the one hand, I shouldn’t be so surprised. Case in point: several of my son’s classmates have cell phones. At age 8!
But I digress.
The point of this post is to share with you a recent blog entry that focused on Coca-Cola Co. and its mobile marketing results.
Three years ago, Coke began a mobile marketing campaign. Today, the company is growing its customer acquisition rate by 5-10% PER MONTH! Who wouldn’t want to see those numbers? I know that eventually I’d like to see those types of blog followers. :)
Jeff Zabin, Chicago-based vice president and research fellow at the Aberdeen Group, says that overall, “Best-in-class companies [such as Coca-Cola] are increasing their focus on mobile marketing as a percentage of their overall marketing mix, with 71 percent indicating that their mobile marketing activities are integrated with their other marketing tactics either somewhat or extensively.”
The blog article goes on to say that “Reaching on-the-go consumers via their handsets is a priority for the beverage giant. But Coca-Cola stresses the fact the program goes well beyond just giving consumers the opportunity to text in codes at the point of purchase.”
In a word, it’s about engagement. When you directly engage consumers, brand advocates, and audiences that truly impact your bottom-line—and then use their collaborative thoughts and ideas to develop innovative new products--you’ve hit the Holy Grail of marketing. From the looks of thinks, Coca-Cola is doing it right.
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