At the Direct Marketing Association event this week in San Diego, I enjoyed Rob Weisberg's presentation about Domino's Pizza seeing itself as a professional marketing organization rather than just an innovator in home pizza delivery. Rob is the Vice President of multimedia marketing for Domino's. I have always been a fan of Domino's, especially considering their use of our SMS text messaging capabilities.
Domino's is really trailblazing within the food industry using the Web, social media, mobile marketing, and online innovation in driving its business. Currently, 20% of all of its orders are received over the Internet. Considering the millions of dollars of orders per day they process, it makes Domino's one of the largest ecommerce companies in the world (and you thought Twitter was hot!)
They maintain oceans of demographic data about their customers so they can personalize messaging, and even predict when they are most likely to want to order a pizza. They have hundreds of thousands of fans of their Facebook page, and a legion of followers on Twitter.
Last month, they launched an iPhone-optimized Web application (also for Palm Pre and Android) for ordering from smartphones, and they use mobile platforms such as Air2Web to track mobile marketing efforts. For example, at the San Diego DMA event, they gave a simple code to the audience to send in via text message to receive $5 off their next five orders at Domino's Website, and they will be able to track the proliferation of that code through social networks and get a read on the demographics of the individuals that respond to the code, allowing for even more precision marketing going forward. Send me an email (bob.brauer AT strikeiron.com) if you would like the code.
Domino's is a shining example of some of the ingenuity we will see in consumer products both in marketing and customer interaction in the social media and mobile age, and demonstrates well how a traditional, established company can turn itself into an exciting ecommerce company.
Domino's is really trailblazing within the food industry using the Web, social media, mobile marketing, and online innovation in driving its business. Currently, 20% of all of its orders are received over the Internet. Considering the millions of dollars of orders per day they process, it makes Domino's one of the largest ecommerce companies in the world (and you thought Twitter was hot!)
They maintain oceans of demographic data about their customers so they can personalize messaging, and even predict when they are most likely to want to order a pizza. They have hundreds of thousands of fans of their Facebook page, and a legion of followers on Twitter.
Last month, they launched an iPhone-optimized Web application (also for Palm Pre and Android) for ordering from smartphones, and they use mobile platforms such as Air2Web to track mobile marketing efforts. For example, at the San Diego DMA event, they gave a simple code to the audience to send in via text message to receive $5 off their next five orders at Domino's Website, and they will be able to track the proliferation of that code through social networks and get a read on the demographics of the individuals that respond to the code, allowing for even more precision marketing going forward. Send me an email (bob.brauer AT strikeiron.com) if you would like the code.
"Pizza Tracker" on their Website enables you to follow the progress of your pizza (in the same way you can track packages with Fedex). You can see your pie moved from being "prepped", "in the oven", and "out for delivery" so you can make sure you are home once it is on its way to your house (or end the meeting at the office).
Domino's is a shining example of some of the ingenuity we will see in consumer products both in marketing and customer interaction in the social media and mobile age, and demonstrates well how a traditional, established company can turn itself into an exciting ecommerce company.
good job
keep comig
Posted by: social bookmarking | January 26, 2010 at 12:52 AM