Mobile most effective medium for initiating dialogue with consumers: Experian


Mobile’s their support

Businesses working to integrate mobile into their marketing mix have the ability to prompt immediate response and establish a two-way dialogue with consumers, according to a study by Experian Marketing Services.

As smartphone usage and market penetration continues to grow, the mobile channel is a sure investment for marketers today, regardless of industry or target market, per Experian. As time goes on and technology advances, mobile marketing will become more cost-effective and cross-channel-friendly.

“Consumers are becoming more amenable to mobile marketing and advertising,” said Bill Tancer, San Francisco-based general manager of global research for Experian Marketing Services. “Marketers should recognize that in today’s digital mobile age, mobile marketing is a two-way communication and both directions need equal consideration.


“First, consider that consumers are pulling information in the form of checking prices and reviews via their mobile device, but they are also becoming more accepting of pushed content, specifically in the format of specific coupons and promotions,” he said.

“Even with growing acceptance, there’s room to grow in mobile commerce, with only 36 percent of consumers indicating that they intend to engage in shopping activities from their mobile device.”

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Can Someone Please Help Me?


It is my understanding that there is enough shale oil in the United States to produce over 5 million barrels a day of usable oil. Why are we so dependent on the middle east when we have such a vast resouce in our own country? One report I read said we could produce a barrel of oil for $40.00 from shale oil versus the over $100.00 per barrel we are paying now. Please help me understand this. My direct email is Thank you!!

Five common SMS marketing mistakes

Neiman Marcus struts its stuff via branded social

Cartier is using SMS

Brands and marketers are increasingly incorporating SMS into their mobile initiatives to engage and communicate with consumers. Here are some common pitfalls to avoid.

Industry experts agree that some type of SMS marketing is prevalent to reaching as many consumers as possible. Feature phones continue to dominate the market and many consumers can be reached on them.

“Education and making smart decisions are key to prevent mistakes form happening,” said Jeff Hasen, chief marketing officer of Hipcricket, Kirkland, WA.


“The first place I would go is to the Mobile Marketing Association’s Consumer Best Practices document to learn the dos and don’ts of SMS marketing,” he said. “Second, I would read up on successful and not-so-successful programs on Mobile Marketer and other venues to understand what others have done.

“Third, I would seek out trusted providers. Remember, choosing purely on price will likely lead you to the guys in a garage who started a firm last Thursday. That is likely to lead to failure.”

Here are the five most common SMS marketing mistakes that brands and marketers should avoid.

No. 1 – Avoid not making your call to action prevalent
A simple call to action can be placed on billboards, magazine pages, TV commercials and just about anything else.

“It’s a head scratch as to why a mobile call to action isn’t prevalent in all integrated marketing communications,” Mr. Hasen said.

“There are so many benefits to doing it right – engaging consumers and turning passive activities into interactive ones, making your traditional and non-traditional dollars work harder, and being able to measure effectiveness in real time with such a simple tactic as using different keywords in different media,” he said.

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Pinpoint Advertising Agency has a Text Message Marketing Program that includes a Moble Website starting at $20.00/month

Location-based marketing can increase average order value, frequency, loyalty

While privacy concerns persist, adding a location component to a campaign gives mobile marketers the opportunity to increase the relevancy of their messages and make them immediately actionable.

Following the Mobile Marketing Association’s best-practice guidelines and getting the consumer to opt in via SMS or before downloading a location-based application should take care of most consumer privacy concerns. In addition, location-based mobile marketing is all about relevancy and communicating a clear value proposition to the brand’s target audience.

“When done with the consumer top-of-mind, and with their explicit permission, location-based mobile services can provide benefits to both the retailer and the consumer,” said Stephanie Bauer Marshall, Washington-based director of new market development at Verizon Wireless.


“Adding location as a dimension can increase the relevancy to the consumer and provide a more meaningful response to the retailer, making it a win for all parties,” she said.

“There’s an opportunity to add creativity as the use cases get more sophisticated, but we should always remember, location should be one element of a marketing campaign, not the only element.”

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Pinpoint Advertising Agency can help with Location Based Marketing

Groupon, Living Social and other Daily Deal programs, is there an alternative?

At this point we have all heard of them, Daily Deals. They have taken the marketing world by storm. Groupon, after just three years has been valued at upwards of $25 billion. Every day there is a new daily deal program that pops up. All of the TV and radio stations are getting in on the action. The question is, are they really good for your business? Being in the marketing business, specifically mobile marketing, my responsibility to my clients is to build customer retention and loyalty, increase foot traffic and use marketing dollars effectively and efficiently.

After talking with various retailers over the past few weeks about this latest fad, there was a lot of feedback.  Some comments good, most not favorable.  A number of them have said “why would I want to receive 25 cents on the dollar for a customer that most likely will only spend the face value of the offer” Is this smart marketing? Does this build brand loyalty?  Will these new customer ever return again?  Although we are firm believers that consumers are driven by their perception of the deal, are we creating a standard that has such a high cost? Can retailers survive it?

In today’s economy, with profits decreasing, costs increasing and tough competition, it is of vital importance for businesses to grow their base. Is a one time shot in the arm the way to go about it? Or is a dedicated marketing program designed to create new customers through targeted marketing more effective.  Is there a win/win for all parties?  For more information about alternative programs, please visit or call us at 877-743-0539.



How mobile ties in with shopper behavior

By Andrew Paradise

This is the year that retailers will take back their stores through mobile commerce.

Smartphone penetration nationwide is predicted to increase from 28 percent to an astounding 50 percent by year’s end.


It is no surprise then that more people are shifting their daily activities, such as maintaining a calendar, making payments and entertainment purposes, to their mobile devices.

The move toward using smartphones to make purchases shows no signs of slowing down.

It clicks
According to ABI Research, mobile shopping sales have tripled each year for the past three years, from $396.3 million in 2008 to $3.4 billion in 2010.

From the development and adoption of near field communication-enabled devices to branded mobile commerce applications and mobile-optimized Web sites, retailers are scrambling to join the mobile bandwagon lest they get left behind.

According to Luth Research, 51 percent of customers surveyed said they would be more willing to shop at a store with mobile functionality, but only 4.8 percent of U.S. retailers have a mobile application, Web site or feature.

The greatest strengths of mobile commerce are two-fold: convenience for the consumer and instant access to product information.

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Pinpoint Ad Agency can help take your business mobile. We offer businesses WAP Mobile Websites. Visit our website at to see our mobile products.

Top Mobile Shopping Activities of US Smartphone Users

There are 73.3 million US smartphone users in 2011, eMarketer estimates, and many are turning to their phones to help them shop. A study conducted in January by Chadwick Martin Bailey and iModerate Research Technologies revealed that more than half of 1,400 consumers polled reported using their smartphones to assist them with shopping. The research found that more than 70% of iPhone owners report using applications or their smartphone’s web browser to help them while shopping in-store, and 41% are making purchases directly from their phones.

According to the study released in March, 66% of respondents used their smartphones to conduct price comparisons on a product or service and 58% used them to find the closest store locations. While 41% of those polled said they had made purchases from their smartphones, just 17% said that making a purchase was their reason for using a smartphone.


Reasons for Using Their Smartphone While Shopping According to US Smartphone Owners, Jan 2011 (% of respondents)


This data is in line with comScore findings, also from January, which identified the top three mobile shopping activities for US smartphone users: finding nearby stores (49%), comparing prices prior to shopping (46%) and researching product details (44%).

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