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BizReport : Ecommerce archives : November 01, 2010

Women are engaging with mobile, study says

Mobile is hot. There is no getting around the fact that both marketers and consumers continue to stream into the mobile marketplace. A new study indicates that women, especially, are open to mobile marketing messages, giving credence to a new kind of mobile message: the mobile alert.

by Kristina Knight

Placecast recently launched their ShopAlerts program, a platform which allows a brand to geo-fence a specific area of a neighborhood, town or region. Consumers opt in to the platform and when they cross into the areas, are sent mobile alerts with offers, coupons or other marketing messages from that advertiser. The most recent brand to sign on for the platform is White House Black Market, which will send messages about in-store sales, promotions, product releases and sweepstakes information among other messages.

Brands like White House Black Market make a good fit for the platform because women have been shown to be quite open to mobile marketing messages.

According to a recent Harris Poll, conducted in coordination with Placecast, women are showing a strong engagement in the mobile marketplace. Harris Interactive researchers found that 28% of women aged 35-54 were 'open to' mobile marketing messages. Only 22% of men in the same age bracket were found to be open to mobile marketing messages.

Correlate the poll information to commonly accepted marketing knowledge: that women in that same age bracket, as well as women between 24 - 35 years of age, make the bulk of household purchases and it makes sense for marketers to push more into the mobile realm. In addition to household products, women also make more general retail purchases - clothing, shoes, accessories, etc. - so these geo-fenced messages make even more sense.

Tags: ecommerce, geo-fences, mobile alerts, mobile marketing, Placecast, ShopAlerts

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