Tag: mobile ads

Mobile marketing partnership established between Weve and Heineken

| July 15, 2013

The alliance between the two companies is estimated to be worth approximately £500,000.

A cross portfolio contract is bringing Weve – the m-commerce platform that was created by Vodafone, O2, and EE – together with Heineken UK in a mobile marketing campaign to target smartphone carrying consumers.

This is one element of a larger deal worth a half of a billion pounds that is meant to expand Heineken’s m-commerce presence.

The alcohol company is hoping that it will be able to broaden the reach of its ads throughout the smartphone channel with this mobile marketing partnership. It was negotiated by Starcom MediaVest Group and will be reaching all of the brands from Heineken, including Fosters, Strongbow, and Bulmers. It will be launching its campaigns throughout July and continuing them throughout the remainder of the year.

Heineken has been growing its focus on mobile marketing as it grows its presence on the smartphone channel.

Mobile Marketing - HeinekenThe company is especially looking focused on the “always on” environment that involves mobile marketing through messaging. This new partnership represents a continuing increase that has been occurring year over year in its investments into this space. The reason is that it has found that the brands that have been concentrating more on smartphone advertising and on being tech savvy are those that are gaining a much more meaningful access to consumers and that are achieving a richer audience insight level.

Senior brand manager from Heineken UK, Lynsey Hurst spoke of this new mobile marketing deal by saying that “The opportunity with Weve is unique and is naturally full of innovation, Weve are uniquely positioned in the market, both in terms of targeting capabilities and detailed audience understanding, they are therefore a perfect partner for our brands to be working more closely with.”

It was also revealed that Weve and Heineken will be working together on focused research in order to be able to measure the value of their mobile marketing strategies and campaigns. It will also be monitoring the impact made on the sales data by their central off-trade and on-trade partners. The goal is to be able to gain a much better understanding of the techniques and hone the strategy in the most effective and efficient way.

Mobile marketing techniques are targeting women shoppers

| July 10, 2013

Marketers are honing their strategies in order to time their ads to appeal to females with smartphones.

In the United States, approximately 85 percent of all shopping decisions are made by women, according to a tremendous amount of recent research, and this is making them a highly desired target for many mobile marketing campaigns.

According to many marketers, the key is to attract and influence them while they are in retail stores.

An in-store marketing provider called Swirl has released its own recommendations regarding the way in which retailers can become more appealing to female consumers as they shop, and how they can influence what they buy. One of the reasons that the strategy is seen as highly important in-store as opposed to before they even head out is that women like to be able to see and touch the products that they are thinking about buying, and they like the social experience of heading out to purchase products while they are with their friends and family.

Though this is not entirely new, the difference is that they have their smartphones with them and can be reached with mobile marketing.

mobile marketing for women shoppersThis has made smartphones an extremely important device when it comes to making decisions about what to buy. Retailers are now starting to see this opportunity to communicate and interact with female shoppers to help to encourage them to buy their products through various forms of encouragement.

A study conducted involving 1,000 women shoppers determined that 76 percent had a preference for shopping for clothing and apparel while in-store – as opposed to buying online – and that only 22 percent favored buying this type of product online, and only 2 percent preferred to shop over smartphones or tablets.

That said, what mobile marketing experts have realized is that while women may not be making their actual purchase over smartphones and tablets, they are using those devices to inform themselves about what they are thinking about buying, as well as to find better prices and savings opportunities such as discount coupons. A survey recently commissioned by Google showed that more than 66 percent of smartphone owners use their devices to assist them with shopping while they are in a brick and mortar store.