I recently found an article talking about Old Navy's new mobile marketing approach (http://www.dmnews.com/old-navy-launches-mobile-effort-with-shazam/article/196606/ is the article). They launched a marketing campaign on February 17th with mobile app developer Shazam. Their plan is to reach out to their 23 to 35 year old female customer base and build loyalty with them as customers.
"Consumers can use Shazam to identify the songs and access content that is customized for whether they are in a store or at home, said Evan Krauss, EVP of advertising and sales at Shazam. “What we're doing for them is making their TV commercials, for all intensive purposes, clickable. So in one click you can 'Shazam' it, and seconds later you are engaging with more material about the brand,” he said.
If a consumer tags an Old Navy song outside of a store, he or she will receive information on products, details on contests and giveaways, and digital coupons to redeem in-store."
I think this will be a good marketing strategy for Old Navy. With all the app phones that a lot of people have now, this will end up reaching a lot of people. They are giving people huge deals by just trying this, which in turn will make more and more people try it. I believe this is a very good idea, the concept gets spread around by word of mouth and because its targeting the more technological generations, it will actually be effective. Like in my last entry, I believe that mobile marketing will be the next type of place companies attempt to reach the general population. Do you think that mobile marketing might become board line like spam on smart phones if these marketing plans pay off?
Mobile marketing is very interactive, measurable, personalized, and cost-effective. It's an effective direct marketing approach due to its higher response rate and individualized nature. It's quickly becoming the best permission-based approach to marketing and advertising. It provides a way to make sure that your offers are exclusive.
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