Wednesday, December 9, 2009

Mobile Marketing on the Rise

One new marketing technology that you might not be aware of is JAGTAG. This is a promotional communication tool that delivers a multimedia message right to your cell phone instantaneously. This new media is non-invasive to consumers, as they can only receive the message if they choose to request it.  The user does not have to download an application for this to work. The promotional messages that consumers can receive can be in the form of a video, audio clip, enter-to-win sweepstakes, or coupon just to name a few.

Qdoba Mexican Grill, a fast-food restaurant with close to 500 locations across the nation, used JAGTAG earlier this year to promote a new store’s grand opening. This new restaurant was opening up around the campus of the University of Michigan. With their goal to generate traffic for the site’s grand opening, Qdoba ran a six day ad campaign in the University’s newspaper featuring a JAGTAG 2d barcode with the tagline “FREE BURRITO”. If consumers took a picture of the barcode image on their cell phone and texted/emailed it to the provided shortcode, they would receive, in the form of a text message, a coupon for buy one burrito get one free. This promotional campaign generated a 2.2% response rate and 52% of those people redeemed their coupon.

The JAGTAG technology works as follows. Consumers who have cell phones with multimedia messaging capabilities (MMS) take a picture of the JAGTAG, the 2d barcode located on the promotional medium, and send it to the number given. The user can send the JAGTAG in the form of a picture message or through an email. Once the image is sent, the user receives a message back within seconds with a video, coupon or special promotional offer. There is no additional cost for the user (standard carrier message rates apply), and the technology is opt-in only.

While still a relatively new technology, many consumers have the ability to take advantage of this marketing tool. The consumer’s cell phone must have a camera and MMS in order for the JAGTAG to work. Of those consumers who have a camera phone, 75% of them have a MMS plan. In the first half of this year, 10.3 billion MMS messages were sent in the US, a 54% increase from the same time frame in 2008. The number of MMS users for 2009 is estimated to be about 450 million. MMS has a high potential for continual growth with total users estimated to reach about 600 million by 2011.

With the MMS technology so readily available and rapidly growing, do you think JAGTAG will be a smart promotional tool for marketers?

To experience JAGTAGs, visit their website for a demo at:

Reference and related links:

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