subject: Mobile Marketing Triples Interaction [print this page] Mobile Marketing may just be the best kept secret in the world of advertising. Perhaps the best form of supplementary advertising; mobile marketing provides a measurable form of engagement with consumers, one that heavily increases interaction with your advertisements by providing alternate calls to action.
Spicers, a New Zealand financial planning and investment firm incorporated an SMS marketing segment into their latest radio campaign. The campaign offered three different ways in which consumers could interact with the advertisement: text, internet and a free phone number. The results were simply staggering, with SMS the preferred method of interaction by 75% of respondents. Statistically, the mobile marketing component of this campaign tripled the number of responses compared with those received via the telephone and internet.
Black and White, a player in the New Zealand cellphone market showed that the results received by Spicers were far from an aberration, achieving comparable results. Their campaign originally offered two separate ways in which consumers could engage with their advertisements - a free phone telephone number or via SMS. The number of SMS responses overwhelmed those received via the freephone number. The results allowed Black and White to do away with the freephone number, utilizing SMS as their sole method of interaction whilst saving capital previously budgeted for the freephone number.
So why is SMS by far the most popular method of interaction chosen by respondents?
One important factor to consider is social protocol, which can be a key determinant in the decision of many to text. Calling is often impractical and considered inappropriate whereas texting is simple, quiet and quick. Responding via the internet is also often difficult, as computers are generally far less likely to be accessible, whereas cellular phones are almost always on hand.
