Mobile marketing take-up increase likely with SMS and voice channels

Peter Dinham
Friday, 03 July 2009 08:11

Your IT - Mobility

Critchley says that one organisation which participated in the trial was the Department of Sustainability and Environment in Victoria which introduced an SMS call to action on all media to allow consumers a fast, round the clock method of requesting a free water saving kit. 

According to DSE’s Simone Gandur, the community take-up of the free water kits was far greater than for any previous campaign.

“We believe that this is because it so much simpler for people to send in a key word on the SMS rather than calling our 13 number.  Ad.IQ was also able to provide us with weekly data that allowed us to clearly see how well our media buy was performing.   At the end of the campaign Ad.IQ provided us with a detailed analysis that will be invaluable in planning further campaigns.”

Crichley claims that over the past two years, Ad.IQ has adapted its international IP to suit the Australian market and media environment and created a “proven return on investment roadmap to leverage mobile response for both Australian private and public sector organisations which have a requirement for customer contact.”