In a recent article MediaPost wrote about Loopt’s foray into local mobile phone advertising. What I find more interesting about mobile marketing is the way that Loopt’s business customers are enticing consumers. Some businesses are using mobile coupons and marketing as nudges, to get people to visit during slow periods. In other words, they are rewarding certain consumer behaviors that can benefit their business. For instance, the article mentions that one coffee spot only punches mobile phone loyalty cards between 2pm and 5pm, which is their slowest period. While these nudges don’t necessarily improve a consumer’s decisions about health, wealth, and happiness, they do encourage and reward a specific behavior.
I could definitely use a mobile marketing message at lunch time from restaurants that sell salads and other healthy fares, or other spots that have inexpensive lunch time specials. Or perhaps, some mobile loyalty points cards that gives more points for selecting the soup and wrap and fewer points for selecting the hamburger and fries. In a bid to earn more healthy points, I would also be selecting foods that were healthy.
Mobile marketing could be one of the most effective outlets to nudge people, as phones are willingly carried everyday, referenced constantly. I’m interested to see what other nudges enterprising businesses come up with.
