By Alyson O’Mahoney
In our ongoing efforts to keep abreast of the “next big things” in the PR/marketing arena, we are doing much of our latest exploration into new avenues, such as mobile marketing (think iPhone apps, text messaging, surveys, mobile coupons, etc.). Mobile Internet usage is showing no sign of slowing down…some reports say that mobile web usage will double in 2010 from its current use (in fact, Morgan Stanley predicts that mobile Internet usage will be double that of desktop Internet usage in just two years! I can believe it, since I find myself looking up just as much information on my Blackberry as I do on my laptop…maybe more!).
However, when a new marketing platform comes into play, the question we always get is “what is the value?” Measuring ROI on these cool forms of communication is surely an evolving science, so we can only draw from case studies. In this vein, I found it ironic that the impact of the advancements of mobile can most recently be seen in its best case via the use of this technology to help save one of the poorest, least technological countries in the Western hemisphere – Haiti – in the aftermath of the devastating earthquake.
By now, you probably have seen the info on Facebook (social media) or heard it from Secretary of State Hillary Rodham Clinton as she appeared on the TODAY show (traditional media): text HAITI to 90999 and a $10 donation will go to the Red Cross for their relief efforts (the charge is added to your cell phone bill). How simple! No need to visit the Red Cross’ Web site, enter a credit card, even make a call from your cell phone….with a one-word text, the Red Cross raised more than $3 million in donations in just a few days (I texted my donation this a.m., and I’m sure many others continue to do so, so donation numbers are expected to grow).
While this is an extreme cause that has moved people into quick action, the technology provided a way to tap into the donor – the average consumer – immediately. Mobile provides the ability to mobilize people with a message, and the mobility to go anywhere….maybe now’s the time to get moving in mobile.