Category: Mobile Marketing

Mobile marketing increases further at IBM with Xtify acquisition

| October 8, 2013

The company has made yet another purchase that has moved it further into the smartphone advertising sphere.

IBM has just announced that its purchasing spree has continued with its acquisition of Xtify, a mobile marketing company, which it has obtained for an undisclosed sum.

The company explained that the deal would give digital advertisers better interaction opportunities.

IBM explained that it would help mobile marketing companies to be able to increase their ability for interaction with consumers over mobile platforms through the use of in-app capabilities. This involves options such as running competitions, alerting customers regarding new promotions, and adding content to the apps themselves. The technology will be available within the Smarter Commerce offerings suite from IBM.

The acquisition of Xtify brings IBM mobile marketing for a number of sizeable customers.

Mobile Marketing IncreaseAlong with the purchase of mobile marketing opportunities with Xtify, IBM will also be receiving a number of that smaller company’s notable customers, which include 20th Century Fox and Disney Stores.

The vice president for digital marketing at IBM, Kevin Bishop, explained that the track record at Xtify for meeting agendas for mobile marketing is an ideal complement to the portfolio of offerings that are already available at IBM. He said that “With the increase of mobile devices, organisations across all industries are anxious to develop a mobile approach to engage their customers. The acquisition of Xtify provides new ways for our clients to foster a direct, one-to-one communication channel with their customers.”

The CEO of Xtify, Josh Rochlin, stated that he felt that bringing his company into IBM will provided them with the chance to meet a far wider range of customer needs than has ever been possible for that business. He said that the capability for mobile marketing and messaging at Xtify, in combination with the cloud infrastructure and analytics at IBM will give marketers a tremendous arsenal of rich content at with a global reach for informing and influencing a growing number of consumers who regularly use smartphones and tablets.

He went on to point out that the best time to provide mobile marketing content to customers is at exactly the time and place that they are seeking it. This acquisition greatly enhances ad relevancy.

Mobile marketing SMS campaign drives traffic to Dairy Queen

| October 7, 2013

The campaign for “National Cheeseburger Day” was more successful than the company had anticipated.

A number of Dairy Queen franchises experienced a massive mobile marketing win through an SMS campaign that they ran to help to boost participation in “National Cheeseburger Day”, which occurred on September 18.

The participating locations used smartphone and loyalty based campaigns that were wildly popular.

In fact, the successes of the mobile marketing effort were great enough that two of the locations ran out of product due to the sudden unexpected rush of customers. One of the participating locations’ owners had to run the restaurant’s grill as the massive influx in demand caused the store to be suddenly understaffed.

There were three participating locations in total that used the mobile marketing technique.

Mobile Marketing - Dairy QueenIn order to implement this mobile marketing technique, the locations used the Loyalty Rewards Kiosk from VIPTextDeals.com so that they would be able to send a text message to their database of customers. This campaign broadcasted the word about National Cheeseburger Day to all of the subscribed cell phone owners.

This meant that the mobile marketing message was sent to 1,482 subscribed customers who were opted in at the time that the broadcast was issued. The text read “It’s National Cheeseburger Day! Sink Your Teeth into .99 Cent Cheeseburgers @ Dairy Queen {STORE LOCATION} until 8pm Tonight/No Limit/Show Text – FWD-2-Friends!”.

This offer was deemed to be “highly targeted” and “aggressive” and it brought about a result that certainly matched those descriptions. The mobile marketing brought about a dramatic increase in the normal business at each of the three locations that participated in the campaign.

Within the initial 24 hour period that followed the mobile marketing broadcast, one of the three locations saw an increase in traffic that was estimated to be 483 percent greater than the normal volume. This brought an additional 106 customers through the door of the location. This achievement was a considerable one considering that this was the number of people who responded out of a total of 590 subscribers from that specific restaurant. This type of response to an ad is virtually unheard of over other channels.