Mobile Driver
Recently, my work in the radio industry and my interest in mobile marketing have crossed paths.
Thanks to my colleague Doug Zanger at Small Plate Radio, I’ve found myself in several radio industry posts. I’m on the radio jury for the London International Awards, I’m the moderator for the Radio Suits group on the radiocreativeland talent pool and I handle media relations for the soon to be launched Good Radio Stories, an online PR service showcasing the charitable acts of radio stations across the country. GRS is a Radio 2020 project commissioned by the Radio Advertisers Bureau, National Association of Broadcasters and HD Radio Alliance.
The more that I play in the radio world (I have a broadcast journalism degree) the more clearly I see synergies between radio and mobile marketing. As I pointed out in my post “Drive to Mobile,” one of the best attributes of mobile marketing is the ability to “capture” an audience no matter where they are or what they’re doing.
Where people can often be found is listening to the radio in a car, at home, at work or in someone else’s store, gym or drycleaner. Radio therefore is a perfect medium for Drive to Mobile because it is ubiquitous and can be accessed from anywhere (just like mobile phones).
This fact is not lost on mobile marketing providers. Companies like HipCricket and Spark Network Services offer radio stations turnkey mobile solutions to further relationships with listeners and provide stations with an additional revenue stream.
HipCricket has also just signed a deal with the Spanish Broadcasting System to build loyalty groups via text. I know from my work in the Hispanic market that Hispanics are a great target for text campaigns.
When it comes to building Drive to Mobile campaigns, radio is a terrific medium.
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Maybe it’s just because I’m more visual than aural, but I would think visual media would be better for driving to mobile. It seems easier to remember what to do when you see “text WIN to 12345” than when you hear it. Even better would be an interactive add that lets you choose your carrier, put in your phone number and receive a text in response.