Marketing, Motherhood, and Mayhem

AT&T Takes Next Step in Mobile Marketing

March 2nd, 2011 by Deb McLean

AT&T is getting into the mobile marketing space in a big way with the launch of its new ShopAlerts location-based advertising service.  The initiative is the first time a major U.S. operator has introduced a large-scale location-based marketing program.

Consumers can opt-in to receive text messages in a variety of ways—at the store, online, via text-message, mobile websites or on Facebook.  ShopAlerts uses Placecast’s platform to send consumers location-specific marketing messages when they’re near a store or brand participating in AT&T’s location-based mobile marketing program. Once the technology has been activated, consumers will be alerted when they are near a location that they are interested in or when the brand is offering sales and specials. ShopAlerts’ technology uses “geo-fences,” which are virtual boundaries that can be targeted via location-based marketing. Retailers can customize alerts to fit their brand and strategy.

The service initially will be available in New York, Los Angeles, Chicago and San Francisco. HP, Kmart, JetBlue, SC Johnson, Kibbles ‘n Bits, Nature’s Recipe and the National Milk Mustache “got milk?” campaign are the first companies and brands to sign up for the service.

“We were excited about the opportunity because it takes the onus off of the advertiser to build a large database of opt-in users that the true power of the technology can be harnessed,” said Katie Thompson, associate director of digital media of JetBlue.

The service will provide consumers with offers, rewards and coupons based on their specific geographic location. The messages will include information about weather, traffic and location shopping details.

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