Tag: mobile marketing news

Vmob teams up with New Zealand’s largest loyalty program.

The partnership formed between mobile marketing company Vmob and loyalty program Fly Buys, will result in a mobile platform that will be geared toward targeting the personal preferences of smartphone users who will be sent promotions, offers and sales opportunities based on what most appeals to them.

New mobile platform will aim to give customers more of what they want.

“One of the criticisms I often get from customers is, ‘You know a lot about me, why do you keep sending me things that aren’t relevant?” said Fly Buys owner and chief of Loyalty New Zealand, Stephen England-Hall. He said that the new platform will give Fly Buys the ability to better target the needs and desires of customers instead of offering them products that are intended for a wider and general group of consumers.

In a few months, the mobile marketing platform will be ready to go. The information it uses will be based on the customers past shopping habits and their location, which will allow it to send them promotions and offers that are relevant.

England-Hall stated that with the partnership and mobile combined, the company will finally be able to eliminate what is irrelevant and can be more specific with targeting. He also mentioned that even though the new platform will use the personal data of consumers in terms of their previous shopping trends and location, this will only make Fly Buys work with greater diligence to ensure private customer information is protected.

Many consumers worry that mobile marketing is becoming too intrusive.

According to England-Hall, people have concerns regarding mobile marketing and its invasiveness. Due to this reason, if they feel that a company is becoming too intrusive they will “delete you”. Therefore it is very important for marketing to be done with greater care and respect than it has been in the past.

Vmob, a cloud-based company from New Zealand, has achieved international success via partnerships with big name clients including Telkom Indonesia, and McDonald’s Netherlands. However, despite this success, the chief executive and founder of Vmob, Scott Bradley, says that it is wonderful to have formed a strong partnership with New Zealand’s largest loyalty program. 1.4 million active households are part of the Fly Buys loyalty program, which is approximately 74% of all the households in the country.

Mobile marketing is key to a successful shopping experience for both the seller and buyer. Bradley said, “We need to turn shopping back to a service-oriented culture rather than a transactional one, and service comes from knowing your customer.”

As adoption of smartphones and reliance on these devices skyrockets, marketers are connecting with this generation.

The adoption of smartphones is clearly taking off throughout every age group, but while mobile marketing is presenting a tremendous opportunity, marketers continue to struggle to discover exactly which tactics should be used to make sure that they continue to connect with mass audiences.

They are seeking to be able to engage consumers in a meaningful way as they have through traditional means.

A recently released report from The Intelligence Group has shown that the “Millennials” generation is particularly open to receiving mobile marketing ads and promotions, and are among the most likely to engage with brands by way of their smartphones and other portable gadgets. That said, the report indicated that as that group continues to mature, marketers will need to keep on top with their evolving expectations.

The importance of mobile marketing, particularly to this generation, has been outlined in a growing research body.

The Intelligence Group chief strategy officer, Jamie Gutfreund, stated that “Brick-and-mortar retailers need to integrate mobile into their offerings as much as possible to provide a more streamlined and manageable in-store experience.” Failing to make the necessary adjustments for this generation, and failing to keep up with their changing needs will only cause businesses to suffer.

This is underscored by another study conducted by the Vivaldi Partners Group. Its CEO, Erich Joachimsthaler, added that mobile marketing will not simply be a matter of social media strategies. He explained that “Unless Facebook evolves, mobile marketing will not be as dominated by Facebook because Facebook is useful for only a specific task and set of activities today, and it does not cover a large part of the consumers and their activities and needs online.”

Joachimsthaler also pointed out that it will be up to marketers to identify specifically which consumers should be targeted, and how they will best be able to engage them. The reason is that mobile ads and efforts to engage consumers will be considerably different from one consumer to the next, depending on a number of different factors, such as age.