In terms of content, the NGA show featured a keynote address by Michael Becker of the Mobile Marketing Association that included compelling numbers on the current and future impact of mobile technology on the consumer. Mr. Becker then led a panel of experts from Wakefern, Coca-Cola and Inmar Promotion Services that focused on mobile marketing for retailers.
The panelists gave several examples of how mobile marketing has been effective and, more interestingly, where it failed. One of the first efforts Wakefern tried was to send coupons complete with bar codes to mobile users. The company found that the process became too laborious at the checkout, so the discounts are now tied to the loyalty card. Coca-Cola sent messages and offers for Diet Coke and Coke Zero to what the beverage marketer perceived to be the target audiences -- women for Diet Coke and men for Coke Zero. It was quickly determined their assumptions on the audience were not entirely accurate and the message needed to be further customized in order to be relevant to consumers.
The panelists also gave advice to retailers of all sizes on mobile marketing strategies and tactics. They suggested starting simple, make the website mobile-enabled, understand that ROI make take some time and, most importantly, listen to the customer.