Marketing in Motion MBA 559 Karl
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Fair Exchange? | Mobile Marketing Magazine

Fair Exchange? | Mobile Marketing Magazine | Marketing in Motion MBA 559 Karl | Scoop.it
Mobile advertising comes in for a lot of criticism in some quarters. Banner ads on mobile don’t work, so the argument goes; they are too intrusive and people d
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The MobileMarketing article, Fair Exchange? - David Murphy - deflates the exuberance for mobile marketing, cautioning that to be successful the customer must buy into the value proposition.  Murphy notes, “that global spending on mobile advertising had more than doubled in 2013, hitting $17.96bn . . . mobile will account for virtually all – 94 per cent – of that growth <UK 2014>.”  Despite significant growth in mobile marketing, unlike many authors’ articles that rave about it, Murphy cautions his readers by analyzing why three companies: Ovivo Mobile, Blyk, and Textmedia.biz failed miserably. These companies tried to reward customers with either free minutes or money for watching ads.  In all three cases many customers did not feel the value exchange was sufficient.  Murphy states if “. . .  the thing has a chance of going viral, and then you get the sort of numbers that start to attract the interest of brand advertisers.” 

Muphy writes about one example - Samba Mobile – which “claims to be enjoying success. . . . <but he> can’t help thinking, however, that anyone in the business of offering free airtime in return for looking at ads faces an uphill struggle to achieve critical mass.  . . . the amount of promotional material you have to consume to get a decent reward seems excessive.”

 In Marketing: An Introduction, Gary Armstrong cautions that, “. . . companies must use mobile marketing responsibly or risk angering already ad-weary consumers.” (p. 541) While the growth in mobile marketing will likely continue to trend upwards, like all “new” methods, it will take time to figure out how best to use mobile marketing to be successful.  Clearly, it is not as simple as offering minutes or money for people’s time – legitimate value propositions, like in all other marketing plans are required for success.

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Esurance 'Beatrice' Commercial 2014

Esurance 'Beatrice' Commercial 2014 Esurance Commercial - 'Beatrice' To save time, Beatrice is posting her photos to her wall. Literally. Fortunately her fri...
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“Geico, 15 minutes can save you 15% or more on car insurance” - few would argue that Geico’s campaign is not a huge success.  So what is the competition to do?  What should be their advertising strategy to compete? In Marketing: An Introduction, Gary Armstrong states that “Advertising strategy consists of two major elements: creating advertising messages and selecting advertising media.”  Later, Armstrong states that a major obstacle to effective advertising is the ability to “break through the clutter.”

Esurance’s latest advertising strategy not only “breaks through the clutter,” but also targets Geico’s current and future customer base.  The Esurance web page link is at: http://www.esurance.com/commercials

Esurance, like many companies is advertising on TV, the internet, twitter, and has a blog, Further; Esurance has an extensive PR campaign that targets the LBGT community, veterans, and communities in general.  Also, Esurance offers an online tool that predicts whether gas prices will rise or fall.  Despite all these efforts, the most effective part of Esurance’s overall strategy (advertising strategy and PR plan) rests with their advertising message.

The Esurance link has a number of TV and internet commercials that depicts different situations with different people but the message remains, “. . . just like her car insurance.  But 15 minutes for a quote isn't how it works anymore. With Esurance, 7&frac12; minutes could save you on car insurance. . . Meet Larry, HD holdout. He saves time by not rewinding DVDs — which is crazy. Kinda like taking 15 minutes for a quote. With Esurance, 7&frac12; minutes could save you on car insurance.”

In essence, Esurance has high-jacked Geico’s message.  In so doing, Esurance will reach the same customer base as Geico, “breaking through the noise” in a highly effective and efficient manner, which is half the battle.

 

Karl

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