subject: Mobile Marketing using Short Codes [print this page] Mobile Marketing using Short Codes Mobile Marketing using Short Codes
It was very interesting to read that 76% of senior marketers believe they are not realizing their full potential for their current customers (source emarketer.com).
Short codes can provide a very effective way to build awareness, strenghthen relationships, and generate/qualify new business leads.
What immediately comes to my mind is the "My Coke Rewards" campaign that turned out to be very successful. How it works is that customers would text unique codes (that were found on various Coke caps) to a short code to acquire points. These points can be than used to get various rewards. Currently, they have around 5.5% click through rate in the campaign (source usshortcodes.com).
Lets think for a second how we can translate this to higher education. What about offering special "mobile only" information through these short codes? You can make this information exclusive to the mobile application. Another thought would be everytime a student texts something to the short code, enroll them in a chance to win a semester of tuition, or a free books for a year, make it worth their while to use the short codes.
Mobile Marketing is a very effective secondary means for penetrating the demographic audience. A short code delivers higher relevancy than a billboard campaign because it depends solely on the unique ability of the mobile device, along with being very convenient for the mobile user. To get back to a business application, I can recall a very successful short code campaign whereas Mcdonalds promoted the return of the McRib sandwich strictly through the mobile campaign.
Lets take a look at some common goals for return on investment in a campaign like this:
-collection of data
-brand awareness
-acquiring new customers
-increasing the bottom line
In taking a look at these items above, this is how ROI should be measured, against these goals!
