Celebrity Cruises is growing its mobile database via SMS and QR codes in print advertisements that offer chances to sign up for weekly emails, talk to a representative and enter a sweepstakes.
Mobile Marketer asked for my take on the program. Here's what I told the publication:
“SMS calls-to-action often lead to an opt-in relationship with a consumer that is a win for the brand and win for the subscriber if it is based on a value exchange. We have seen travel brands use SMS to educate, differentiate their products and services and promote sales, especially in reaction to a competitor’s price movement.
“Since text messages are opened up within minutes, the offer is seen in a timely fashion as opposed to an email that may languish in an email inbox overflowing with spam."
I added:
"Savvy brands are giving mobile users choice. Consumers, especially affluent ones, do not want to be dictated to – give them an ability to interact with your brand on their terms, not the brand’s.
“We have moved into the era of interactivity. Ads without calls-to-action via mobile miss the opportunity that is created when the device is within reach of a consumer all day and all night. Consumers are looking to do something when they read a print publication and brands that do not take this into account are living in a bygone era.”
The full article is here http://www.luxurydaily.com/celebrity-cruises-builds-database-via-mobile-calls...
