Big Brands Start to Bet on Mobile Marketing

From Keith Dawson at the CMO Site, here's a look at the recent launch of mobile marketing initiatives at Volvo, Walgreen's, Sears and Toyota, which underscore the growing importance of mobile strategies for all marketers.

Volvo

• Exclusive sponsorship deal with Major League Baseball
• Ads appear on MLB.com's At Bat applications on Apple, Android and Blackberry devices
• Sponsoring free trials of MLB.tv during April for Apple iOS mobile devices
• Used Celtra's mobile ad creation and tracking platform
• Custom in-app landing pages
• Earlier mobile campaign with Mobext achieved a 3.91% click-through rate
• Now views mobile as a branding mainstay

Walgreen's

• Used automation feature in Foursquare app to run offers across numerous locations without having to enter each separately
• Most locations offer patrons who check in on Foursquare a discount on eligible items and Walgreen's-branded products
• Top brand on Foursquare

Sears

• Recent webinar stressed that mobile would be key to the company's overall marketing, commerce and customer service strategies
• A multichannel strategy to reach consumers via apps, mobile Web and SMS alerts

Toyota

• First national brand to seek out advertising on jail-broken Apple devices
• Around 9% (15 million) Apple iOS devices have been jail-broken
• Toyota running ads on Cydia, an app store for jail-broken devices which gets 1.5 million hits per day
• Toyota ads and theme are part of a campaign for the 2011 Scion tC

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