Happy Monday everyone! Miss Mobile here. I just read about the amazing results of Jaguar’s recent mobile campaign. Who knew that you could use mobile to target a specific age range and income level in order to advertise a new product or service? Oh wait, I did. But my name’s Miss Mobile, so that’s pretty much a given.

Here’s the story. To advertise it’s new XF sedan, Jaguar ran banner ads on Yahoo Mobile pages that targeted high-income consumers between ages 35 to 54 with yearly incomes over $150,000. These ads drove traffic to Jaguar’s mobile site where users could then find the nearest dealer location and view videos of the new sedan. According to MediaPost,

“For Jaguar, targeted ads on Yahoo Mobile generated 82,000 clicks, driving traffic to the Jaguar mobile site. The campaign also prompted a 96% completion rate of the dealer location form; nearly 1,500 e-mails were collected on the Jaguar mobile site; and consumers downloaded more than 11,000 video of the XF sedan.”

Those are some pretty great results if you ask me. And it’s a well thought-out marketing plan, too. Now that most mobile devices can access the mobile internet, it makes perfect sense that brands are devoting more marketing spend toward mobile sites. And it makes sense that Jaguar would use a mobile site to market to affluent customers who most likely have data plans that allow them to access the mobile web without racking up charges.

Now, if Jaguar wanted to appeal to users who do not have data plans (which I’m betting the majority of US subscribers don’t, but with the recent all-access plans from virtually every major US carrier, perhaps that will soon change), they could have done a mobile Store Locator. This would allow users to text their zip code to a short code in order to receive the addresses of the 3 nearest locations. It’s easy, fast, and free if you have unlimited text messaging.

And, what do you know. Air2Web happens to have a Store Locator program that can be implemented in one business week for just 15K. Gosh, it’s like I wrote this entire post just so I could drop that little tidbit in. Funny, huh?

If you’d like to see how one of these would work, try the Starbucks mobile Store Locator. Simply text your zip code to 697289 (MYSBUX) to find the three nearest Starbucks.

Or you can try the store locator for Select Comfort, the maker of the Sleep Number mattress. Just text your zip code to 65938 for the nearest location.

Happy texting, everyone!

Tags: data plans, Jaguar, marketing, mobile, mobile marketing, mobile web, Select Comfort, Sleep Number Mattress, Starbucks, store locator, targeted campaigns

This entry was posted on Monday, June 9th, 2008 at 3:33 pm and is filed under In the News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.