Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh

Exercise 10

Push and Pull Strategies in Mobile Marketing
Mobile marketing strategies can be viewed similarly to those on the Internet-that is, driving information to consumers (push strategies) and driving consumers to information (pull strategies). 55
Mobile Push. Driving information to consumers on mobile devices can involve a variety of strategies. One strategy that will continue to grow as more consumers use mobile Internet is ads placed on mobile web pages. As with computer-based approaches, mobile ads can be targeted to be most relevant to the specific mobile content being viewed. Another strategy is permission-based or opt-in text messaging promotions. According to SmartReply, a media consulting group, the best text message programs involve the following:
• Building an "opt-in" database-this can be done through traditional and e-mail marketing in which consumers are asked to text in or register at a specific website.
• Developing the text-message "ad"-should include (a) a hook relating to why they are being contacted; (b) a call to action, such as entering a code to get a discount; and (c) an "opt-out" option.
• Rolling out the campaign-involves delivering the text promotion to those on the opt-in list.
Adidas used a variation of this approach as sponsor for the NBA All-Star week. It had game information, store events, athlete appearances, and shoe releases as part of its promotions. Consumers opted in and then could access all the promotional materials at any time during the week by texting "originals."
Mobile Pull. Driving consumers to information on mobile devices can also involve a number of strategies. One is to use traditional media to build awareness about a mobile site or promotional event. AT T held a mobile contest on U.S. college campuses for a free Dave Matthews Band concert to the school that could generate the most "invitations" sent through text messaging for the band to play at their school. To generate awareness and drive students to its mobile space, AT T blanketed college campuses with posters telling students to "Text DMB to 959" or "visit ATTBLUEROOM.COM to enter." As we have seen, mobile search is another important option. Mobile Internet use is increasing rapidly and the functionality and geo-targeting capabilities of providers such as Google and Yahoo allow marketers to drive traffic to not only traditional websites and mobile content, but also to local restaurants and retailers.
With cell phones even less easily controlled and monitored than home computers, what ethical and regulatory issues are raised regarding mobile marketing to children