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Information Technology News Mobile marketing take-up increase likely with SMS and voice channels
Information Technology News Mobile marketing take-up increase likely with SMS and voice channels | Mobile marketing take-up increase likely with SMS and voice channels |
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| by Peter Dinham | |
| Friday, 03 July 2009 | |
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Critchley says that, in every other market in the world an advertiser is required to use a different number for SMS and voice, while “the benefits of adding SMS to advertising on local rate numbers include a dramatic increase in response as well as interactive tagging and measurement of advertising.” According to Critchley Ad.IQ has pioneered mobile response since 2002, and while researching the Australian telecommunications market in 2006, the company resolved that the 13-number range “jumped out as the ideal solution for Australian marketers.” “The 13-number was used for voice response, is charged as standard rate to consumers, and is also perceived as an extremely respected and trusted number range. “During the course of an industry pilot staged in Australia in 2007-2009 under the auspices of the Communications Alliance, consumers were able to send SMS messages to a limited number of corporate local-rate (13/1300) numbers. “Forty numbers were released during the course of the pilot and 39 of these elected to use Ad.IQ, including Quit Smoking, Defence Force Recruiting, Ford, BMW and The Victorian Government. Results demonstrated a significant increase in response to advertising through the inclusion of SMS.” CONTINUED page 2 |
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