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Editor's Note: Consumers Drag Marketers Into Mobile Future

1 Jun, 2014 By: Thomas Haire Response


Late last year, I decided to upgrade from a 30-game plan to full season tickets in 2014 for the Los Angeles Dodgers. Among the perks described when I made this choice was the possibility of transferring and selling tickets using mobile applications — a distinct change from the days of mailed card-stock tickets.

Now, mind you, I love those old-time tickets. In fact, I collect them. So when the Dodgers threatened to completely do away with paper tickets prior to the season, I was the first to send a scathing letter (and write a post on my personal blog) about it. And, I got my tickets the way I wanted — but with the technological opportunities included.

Late last month, I’d posted my seats for a game I couldn’t attend on StubHub. When they failed to sell, I moved them to Craig’s List and, about three hours before the game, I got a bite from a fellow fan. Unfortunately, I wasn’t at home to E-mail this possible buyer a PDF of the tickets. Fortunately, I had the option — with the Dodgers’ technology and the Major League Baseball mobile app — of transferring the tickets directly from my iPhone. It gave the buyer a chance to go to a Dodger game and me the chance to close a sale!

There’s no doubt that mobile technology continues to change our lives as consumers — and as marketers. The power of mobile — especially in our corner of the marketing universe — is growing exponentially, and marketers and agencies that are not on top of this trend have fallen woefully behind.

While TV remains the best way to reach the biggest audience with your initial messaging — whether a direct call-to-action or brand-response lead generation — there’s no question that mobile (smartphones and tablets) are quickly catching up with laptop/desktop computers as a consumer response mechanism.

If you subscribe to our weekly E-newsletter, Response This Week, you know how heavily we are covering the expansion of all digital marketing — including the explosion of mobile purchasing. We’re doing the same in the pages of Response on a regular basis.

Just flip to the next page and take a look at our Field Reports section, which features three stories that touch on digital and mobile marketing. Or, jump ahead to page 38 and our annual look at the television home shopping landscape. It should not be a surprise to anyone just how aggressively the HSNs and QVCs of the world are working in the mobile space.

Are you seeing success in the mobile space, as well? Let us know. Don’t hesitate to drop me a line about mobile marketing or any other topic we cover in Response.

Thomas Haire, Editor-in-Chief

Twitter: @THRants


About the Author: Thomas Haire

Thomas Haire

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