Q: What do ....... people in Australia have in common?
A: They all own a mobile phone.
People may use mobile phones for business, leisure, or both. In any case, there are increasing examples of mobile marketing which demonstrate 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 enables traditional ads to fuse with an interactive, location-based interface. This enables advertising material to reach the peak of its potential. It operates on all scales, from Heineken and Warner Bros. to localised small business. Here's how you can apply its benefits:
1. Stand Tall: Increase the Response to Your Ad.
The current market trend towards personal interaction shows that quality service is invaluable for the consumer; and it's been made possible by mobile marketing.
2UE (a leading Sydney news radio station) recently demonstrated this with their 'Tim Webster Hunter Valley Escape Competition,' during which listeners could win a getaway during the Hunter Valley wine and food month of June. The print and radio campaign, operated 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.
For traditional advertising, to measure the response from a campaign can be impossible. Analysing the strengths and weaknesses is easily forgotten when a multitude of factors are at play. But imagine a real-time feedback system, which displays your responses at the click of a button!
Mobile marketing was a success for Brisbane shade manufacturers The Shade Guys. Their advertisement was already running on local radio, when mobile marketing experts TXT2GET introduced an SMS keyword for listeners to send in, to seek more information.
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 information obtained by mobile marketing can be easily tracked, enabling a view of location, time, and frequency of responses. These tangible details allow you to review an advertisement'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 can only go up, and its effects unearth many areas for exploration.
Mobile marketing can link traditional ads to social media sites (such as Twitter or Facebook), through use of a QR code, an SMS keyword or another mobile connection. This initiates a personalised dialogue with the consumer and can also provide location-based services, a cornerstone 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.
A: They all own a mobile phone.
People may use mobile phones for business, leisure, or both. In any case, there are increasing examples of mobile marketing which demonstrate 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 enables traditional ads to fuse with an interactive, location-based interface. This enables advertising material to reach the peak of its potential. It operates on all scales, from Heineken and Warner Bros. to localised small business. Here's how you can apply its benefits:
1. Stand Tall: Increase the Response to Your Ad.
The current market trend towards personal interaction shows that quality service is invaluable for the consumer; and it's been made possible by mobile marketing.
2UE (a leading Sydney news radio station) recently demonstrated this with their 'Tim Webster Hunter Valley Escape Competition,' during which listeners could win a getaway during the Hunter Valley wine and food month of June. The print and radio campaign, operated 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.
For traditional advertising, to measure the response from a campaign can be impossible. Analysing the strengths and weaknesses is easily forgotten when a multitude of factors are at play. But imagine a real-time feedback system, which displays your responses at the click of a button!
Mobile marketing was a success for Brisbane shade manufacturers The Shade Guys. Their advertisement was already running on local radio, when mobile marketing experts TXT2GET introduced an SMS keyword for listeners to send in, to seek more information.
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 information obtained by mobile marketing can be easily tracked, enabling a view of location, time, and frequency of responses. These tangible details allow you to review an advertisement'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 can only go up, and its effects unearth many areas for exploration.
Mobile marketing can link traditional ads to social media sites (such as Twitter or Facebook), through use of a QR code, an SMS keyword or another mobile connection. This initiates a personalised dialogue with the consumer and can also provide location-based services, a cornerstone 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.
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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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