I will be thrilled when I hear a mobile marketing campaign got pulled because it had too much exposure.
From DM News Starbucks pulls marketing ad
Coffee giant Starbucks pulled an e-mail offering to its employees after distribution got out of hand.
The e-mail called "Try your coffee” offered customers a free Grande beverage between noon and 9 p.m. through Sept. 30. The small print directed customers to print the e-mail and present it to baristas.
It was distributed to a limited group of Starbucks partners and employees in Atlanta on Wednesday, Aug. 23, with instructions to forward to friends and family.
However, the e-mail spread faster than Starbucks predicted, landing in e-mail boxes coast to coast, as well as being sold on auction sites like eBay.
This is the exact opposite effect their mobile marketing campaign is having. While I understand it is easier to send a dozen emails versus forwarding an SMS campaign, it still boils down to marketing.
Having lunch with a VC yesterday, he asked me "what is taking mobile marketing so long to kick in?"
The biggest reason.
Creativity, these mobile marketing campaigns lack it.These mobile marketing companies are still thinking like print and TV advertisers.
A perfect example is NBC's campaign.
OK so people get a chance to win $10k, but how do you interact with that person after the text is sent? Did NBC really need to charge people .99 per text for this?
Was the premise for this text campaign to make money or to open the door for advertisers?
Here's a better idea. Send a text to XXXX with keyword (DEALME) to be a contestant on the show. The show (or their advertiser) can continue to advertise to the texter until the show goes off the air. That's not THAT creative but it keeps the line open to communicate with the consumer. Isn't that the point of mobile marketing? Get permission to advertise and offer relevant info.
The Apprentice and other prime time shows are off the mark with their model.
This should be an exciting time for advertisers, but they still don't get it.
There are better ways of doing it.
Until these guys get past the "text and win" mentality, I think mobile marketing will continue to be a "next year" story.