2012 saw people spending more and more time on their phones. Smart companies, like Starbucks, have noticed and are turning these pocket-sized devices into moneymakers. The coffee giant’s innovative -- and successful -- marketing strategies led it to be named 2012 Mobile Marketer of the Year.

What piqued mobile marketing news outlet Mobile Marketer about Starbucks was its use of multiple channels to engage customers.

“One word sums up Starbucks’ work in mobile: sophistication,” said Mickey Alam Khan, editor in chief of Mobile Marketer.

Starbucks uses a blend of popular mobile marketing solutions, from QR codes to mobile apps. Here’s a peek inside a successful marketing strategy:

• SMS messages. Those who sign up for the My Starbucks Rewards program can get discounts and offers, like free drinks and refills, by text message. To drive in opt-ins, they relied on in-store signage and emails.
• QR codes. To educate customers about new products or to rekindle interest in current ones, Starbucks placed QR codes on bookmarks, which are available at the counter. By scanning these codes with their smartphones, customers would be directed to online videos about the products.
• Mobile app. Starbucks processed more than 2 million mobile transactions per week, thanks to its Starbucks Card mobile app, which is available on both the iOS and Android mobile platforms. The company was also one of the first to integrate with Apple’s new Passbook app for mobile rewards cards.

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