Deals and online coupons are everywhere — from Groupon and LivingSocial, what I consider the originators, to Facebook Deals and company social promotions. Domino’s Pizza recently launched a mobile promotion via Facebook Deals in Great Britain. Their integrated mobile campaign features receiving free garlic bread when you check into any Domino’s Pizza and order a stuffed crust pizza, in conjunction with the Domino’s Stuffed Crust Quest Facebook app. Domino’s overall goal is not just to sell more pizza, but to engage in different ways with consumers and have consumers share information via their personal news-feed.
Domino’s isn’t the only one integrating social and mobile media for brand promotions. Digital media allows companies quick, timely access to consumers via digital marketing channels including mobile marketing, email marketing and social media. According to media advisory firm BIA/Kelsey U.S., mobile advertising is expected to expand to $4 billion by 2015 with particular growth in local mobile marketing campaigns. A predicted 70% of mobile ad spending will be local by 2015.
So what does this mean for marketers? Mobile marketing is here to stay. Integrating marketing campaigns moving forward will include using mobile promotions — whether it’s engaging with an exclusive offer for brand fans or followers or offering a special via a company specific app. Any way you slice the marketing pie, mobile marketing’s piece is becoming larger every day.