Fast-food sandwich marketer Subway turns to mobile marketing in its latest gambit to increase traffic and sales. The initiative is taking the form of a test in Buffalo, N.Y., where Subway franchisees
will offer customers the chance to receive coupons, special offers and event notifications via their mobile phones using MobileLime's technology. The restaurant chain's goal is to achieve a
competitive advantage over other quick-fix food establishments in Buffalo and gain more than the standard 2 percent to 3 percent response rates garnered through other promotions. The effort is
indicative of a growing trend among advertisers to use mobile marketing as part of their marketing mix. Mobile infrastructure software provider Airwide Solutions says 89 percent of brands will use
text and multimedia mobile marketing by 2008. In five years, 52 percent of brands plan to spend between 5 percent and 25 percent of their total marketing budgets on mobile efforts.
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