Today, WWJ’s Portable Reportable presents a mobile marketing case study involving Shizuoka Bank which used the opt-in “Message Free” free email marketing service on i-mode to grab new, younger customers for its “My Car Loan” campaign. Message Free is just one of the mobile marketing services on i-mode operated by D2 Communications on behalf of NTT DoCoMo. This case study is an excellent example of how a wide variety of consumer-facing companies, not just mobile content providers — like ring tone sites or screen image providers — are using the mobile channel for effective marketing via web, pull email, push email, and even interactive voice. Full program run-time: 4:31Portable Reportable audio updates are short, 3- to 5-minute news items in MP3 format. You can listen via PC or download and copy to your portable player for tomorrow morning’s commute. — Eds.
An interesting mobile marketing case study was posted on the D2 Communications Web site on June 10. D2 Communications, or D2C, is a joint-venture founded by Japan’s biggest wireless carrier and mobile Internet provider, NTT DoCoMo, and Japan’s No. 1 advertising agency, Dentsu. D2C serves as the mobile ad agency for DoCoMo’s i-mode data service, and provides advertising services to clients wishing to advertise on i-mode mobile Web sites.
They also operate the Weekly i-Guide, DoCoMo’s own in-house i-mode site which promotes the latest i-mode content and applications, and the Tokusuru site, an advertorial service where i-mode site owners can pay to have their new content explained and promoted (Tokusuru means “beneficial” in Japanese). There are no packet fees for accessing the weekly i-Guide, and both these sites are tremendously popular amongst i-moders in Japan for discovering new content, applications, contests, or services.