[OPLIN 4cast] OPLIN,4Cast #191: Mobile Marketing

[Editor]

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OPLIN 4Cast

OPLIN 4Cast #191: Mobile Marketing
August 18th, 2010

Cellphone messaging display 
<http://www.oplin.org/4cast/wp-content/uploads/2010/08/phoneText.gif>Now 
that OPLIN has announced <http://oplin.org/sms> our new 
Short Message Service (SMS) system for sending library 
notices as cellphone messages, this might be a good time to 
consider how your library is using the power of mobile 
phones to reach your customers/patrons. Mobile messaging can 
be an important component of your library marketing plan.

    * Top ten reasons for going mobile
      <http://mobile-libraries.blogspot.com/2010/06/libraries-and-mobile-technology.html>
      (via Mobile Libraries blog) "Just as people now expect
      to interact with businesses directly through wired
      Internet usage, they are also beginning to expect the
      same service through their mobile phones."
    * Lincoln Center for the Performing Arts
      <http://ibrandmasters.com/tag/case-study/> cellular
      marketing (iBrandMasters case study) "The willingness
      of 500 passionate swing dancers to opt-in in spite of
      the typical 15 cent receiving cost of text messages is
      an indication of the level of patron excitement about
      this new media channel."
    * Good old SMS
      <http://www.oplin.org/databases/proxy/proxy.php?qurl=http://search.ebscohost.com/login.aspx?direct=true%26db=buh%26an=36681387>
      (RCR Wireless News; 2/16/2009---may require library
      card for access.) "And unlike, say, a banner ad on a
      Web page designed strictly to create awareness, SMS
      can leverage a call to action and lure a consumer to
      interact with a brand or promotion..."
    * New Harris Interactive data
      <http://blog.placecast.net/post/758053818/the-alert-shopper-ii-new-harris-interactive-data-on>
      on mobile marketing alerts (Placecast blog) "Overall,
      consumer receptivity to opt-in mobile marketing is
      growing, as is its ability to increase intent to visit
      stores. One-third of Americans who currently have
      signed up for mobile marketing alerts indicate that
      such services impact their decision to go into stores
      and 27% report that mobile programs have impacted
      their decision to buy products in physical retail
      locations."

*/Pertinent fact/*

250+ million Americans now carry mobile phones, and over 70% 
of them use the phone for sending or receiving text messages.
------------------------------------------------------------
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