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<span style="font-size: 20px; font-weight: bold;
color: rgb(0, 0, 0); font-family: arial;
line-height: 110%;">OPLIN
4Cast #191: Mobile Marketing</span><br>
<!-- Make sure you modify the date of the 4Cast in this section -->
<span style="font-size: 11px; font-weight: normal;
color: rgb(102, 102, 102); font-style: italic;
font-family: arial;">August
18th, 2010</span></p>
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<p style="text-align: justify;"><a
href="http://www.oplin.org/4cast/wp-content/uploads/2010/08/phoneText.gif"><img
class="alignleft size-thumbnail wp-image-1296"
style="margin-right: 4px;"
title="printing-press"
src="cid:part2.08090408.03060307@oplin.org"
alt="Cellphone messaging display" height="65"
width="65"></a><span style="font-size: 16px;
font-family: arial; line-height: 110%;">Now
that OPLIN has <a href="http://oplin.org/sms">announced</a>
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. </span></p>
<div> </div>
<ul style="text-align: left;">
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://mobile-libraries.blogspot.com/2010/06/libraries-and-mobile-technology.html">Top
ten
reasons for going mobile</a> (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."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://ibrandmasters.com/tag/case-study/">Lincoln
Center for the
Performing Arts</a> 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."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.oplin.org/databases/proxy/proxy.php?qurl=http://search.ebscohost.com/login.aspx?direct=true%26db=buh%26an=36681387">Good
old
SMS</a> (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..."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;">New
<a
href="http://blog.placecast.net/post/758053818/the-alert-shopper-ii-new-harris-interactive-data-on">Harris
Interactive
data</a> 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."</li>
</ul>
<div style="text-align: left;"> </div>
<p style="text-align: left; font-size: 20px;
font-family: arial; line-height: 110%;"><small><strong><em>Pertinent
fact</em></strong></small><br>
</p>
<div style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;">250+
million Americans now carry mobile phones, and
over 70% of them use the
phone for sending or receiving text messages.</div>
<div style="text-align: left;"> </div>
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<hr><!-- Begin standard subscription verbiage -->
<div style="text-align: justify;">The <strong><em>OPLIN
4cast</em></strong>
is a weekly compilation of
recent headlines, topics, and trends that could
impact public
libraries. You can subscribe to it in a variety
of ways, such as: <br>
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<li style="text-align: justify;"><strong>RSS
feed.</strong>
You
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If you're using the Firefox
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4cast RSS feed. </li>
<li style="text-align: justify;"><strong>E-mail.</strong>
You
can have the OPLIN 4cast
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OPLINtech) by subscribing to
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