Mobile Marketing Brings Together Traditional And Social Media

Mobile marketing is an advertising form like no other

, with unique advantages yet to be replicated within other methods of marketing. An incredibly useful benefit of text marketing is the ability to use SMS's to bridge the gap between traditional and social media.

Integrating the two occurs by adding an SMS marketing keyword to any traditional form of advertising. It could be a billboard, television, radio or even a magazine. The possibilities are huge. The mobile marketing portion then transitions consumers initially interested through these traditional forms of advertising and refer them to social and digital forms like Facebook, email or websites.

The mobile marketing portion is then used to transition interest first generated through the traditional forms of advertising into digital and social mediums. By integrating these two distinct forms of media, advertisers can interact with consumers on multiple levels, increasing the number and effectiveness of their calls to action as well as sustaining interaction through multiple channels.

Woman's Day did an excellent job of combining the two in a May issue of the weekly magazine. An article about a famous German jeweler now living in New Zealand concluded with a keyword that readers could text to enter and win an original piece of her jewelry. From here, users were offered calls to action via email, a website and Facebook, ensuring interaction in the social and technological sectors as opposed to relying on the traditional cues offered through magazine articles. The text marketing was measured, receiving over a thousand responses as well as generating substantial traffic to the Facebook page and her website.

A similar form of text marketing was used by Mike Pero during the New Zealand V8 utes competition. Whilst viewers were watching the race, they were offered the chance to win a hotlap in one of the cars racing, by texting the keyword 'ute' to the number onscreen. From there, they were offered the same calls to action as Woman's Day readers - Facebook and a website. Within two minutes of the advertisement showing, 500 responses were received with an additional 300 in the five minutes following. Their Facebook and website also received a marked increase in hits.

by: Alex Speirs

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