How Papa John's avoids marketing "FOMO"

Stephen Whiteside

This event report addresses how Papa John's, the pizza chain, counters the "Fear of Missing Out" (FOMO) when formulating its mobile strategy.

How Papa John's avoids marketing "FOMO"

Stephen WhitesideWarc

Smartphone owners, on average, check their devices around 220 times each day, a habit driven in large part by what has become known as "FOMO" – or the "Fear of Missing Out" on the latest social-media updates and pieces of breaking news.

Many marketers – enticed by everything from apps and augmented reality to beacons, QR codes and wireless payments – also seem to be displaying equally compulsive behaviour when it comes to this medium. Indeed, "we have marketing FOMO," Jim Ensign, vp/global digital marketing at Papa John's International, warned his...

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