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."
"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...