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Friday, October 15, 2010

O2 trials location-based SMS marketing in the UK

The O2 More opt-in marketing service, operated by O2 Media, is introducing location-based mobile marketing to the UK. The trial scheme will allow brands to target their promotions at consumers who are within a specific area. It's using Placecast ShopAlerts 'geo-fencing' technology to create virtual zones around certain shops.

Currently Starbucks stores and participating supermarkets will send shoppers discounts off the new Via instant coffee range when they're nearby, while Superdrug stores will offer promotional offers on L’Oréal Elvive hair care products. The offers arrive as a conventional SMS text message.

O2 More currently offers advertisers access to one million consumers. US-based research from Placecast suggests that nearly two-thirds of consumers who received a message made a purchase as a result.

[Sources: Mobile News; Mashable.com]

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