Where Mobile and Social Media Meet,
Marketers Should Be
By Jackie Jones ( email@example.com)
Arby’s is one marketer
that has used
mobile initiatives to
KIRKLAND, Wash. — The increasing intersection of mobile devices and social networking is a key opportunity for brands
to better connect with consumers, according to a new survey by Hipcricket
Fifty-seven percent of consumers
reported that they would be interested
in joining a marketer’s loyalty club via
a mobile social-networking platform,
such as the Facebook application for
cell phones, the third annual Hipcricket
Mobile Marketing Survey has found.
“The results of this year’s annual mo-
bile marketing survey showed impres-
sive growth in usage of the mobile Web
and interest in mobile social networks,”
said Eric Harber, president and COO of
consumers to text a keyword for a free
sandwich. Arby’s has since integrated
mobile into many of its TV and radio
commercials and print advertisements,
according to Hipcricket.
Hipcricket. “This further sup-
ports our view that consum-
ers are eager to interact with
brands on their mobile devices.”
The survey also found that interest
and participation in mobile loyalty clubs
remains constant at 35 percent and 9
percent, respectively, and that 90 per-
cent of consumers who took part in mo-
bile loyalty clubs found them valuable.
Quite interestingly, 80 percent of survey
respondents have said they haven’t
yet been marketed to by their favorite
brands via mobile.
Hipcricket cites its work with Arby’s
as an example of a successful mobile
loyalty program. The mobile effort used
TV and in-store signage to encourage
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