Q: What do ……. people in Australia have in common?

A: They all own a mobile phone.

Consumers may use their mobile phone for business, leisure, or both. Regardless, there are an increasing number of examples demonstrating how this pocket electronic tool can revolutionise traditional advertising.

Mobile marketing can operate solo; but its larger advantages lie in what it can give to an existing campaign. The most obvious advantages are: it increases the response to an ad; links ads to social media; and also allows the company or organisation to measure their audience’s response to an ad.

Essentially, mobile marketing enhances traditional ads (print, radio, T.V.) by fusing them with a technology interface; thus reaching the peak of their potential. It is also, incidentally, a lot of fun. It operates on all scales, from Heineken and Warner Bros. to local small businesses. Here is how you (or someone you know) can use it today:

1. Stand Tall: Increase the Response to Your Ad.

The current market trends demonstrate that personal interaction is increasingly important for the consumer. This interaction we value so much has been made a reality, through mobile marketing.

2UE (a leading Sydney news radio station) recently explored this with their ‘Tim Webster Hunter Valley Escape Competition,’ wherein entrants could win a getaway for the Hunter Valley wine and food month of June. The print and radio campaign, run by mobile marketing experts TXT2GET, asked listeners to text a keyword (2UE) to enter the competition. Without doubt, TXT2GET more than doubled the response we achieved, said Rebecca Coleman, 2UE Promotions Manager.

A similar case, although in digital advertising, is American auto insurance company GEICO. They created online storefronts, hosted by mobile technology company Myxer Inc. Available for free download were GEICO ringtones (including those featured in commercials), and also other GEICO sound bites. In the first 60 days of the campaign, over 350,000 downloads were recorded.

When featured prominently in a campaign, mobile marketing can boost your responses and sales by entering the personal world of the consumer. Interactivity is key.

2. Get in the Loop: Get Feedback on Your Ad’s Effectiveness.

Within traditional advertising, an exact measurement of the response to a campaign can be impossible. An advertising analysis is often inconclusive when many factors are at play. But imagine instead, a real-time feedback system which documents the details of your responses?

Mobile marketing was a success for Brisbane shade manufacturers The Shade Guys. Their ad was already running on a local radio station when mobile marketing experts TXT2GET brought in an SMS keyword, for listeners seeking more information about them.

When first aired, only few responses were received. However, the ad was redesigned, and a larger number of responses were taken in; directly leading to 17 quotes and 10 sales in the days after its airing. These results were on top of other sales made by The Shade Guys, and could be continually monitored online.

Having the ability to monitor the ad, and know what’s working and what’s not, made it possible to make the relevant changes that were necessary for a better result,” said Alfred Russon of The Shade Guys. “It was definitely worth using TXT2GET.

The data obtained by mobile marketing can be readily tracked, enabling access to location, time, and frequency of responses. These concrete details allow you to engage in analysis of an ad’s effectiveness.

3. Open Up to #me: Link Your Ad to Social Media.

If you aren’t doing it today, you need to do it tomorrow. Especially in 2010, smartphones and other smart devices are gaining popularity; and therefore Internet access and social media are becoming a crucial aspect of mobile marketing.

It’s estimated in the U.S. that over 20% of mobile phone users accessed a social networking site or blog in May 2010 (source: mobilemarketer.com). This number is sure to rise exponentially, and opens up many areas for exploration.

Mobile marketing can link ads to social networking, by a QR code, an SMS keyword or another mobile connection. This initialises a personal dialogue with the consumer and can also involve location-based services, a foundation of mobile marketing.

As an emergent area, the possible application of these links is up for exploration by all. However, the formula is already evident: social media, linked with advertising, deepens your market pull.

For more information on how Mobile Marketing can help your ad reach its potential, look up TXT2GET or any of the examples mentioned above.

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