Tag Archives: OTAir

Short codes may save traditional media

 

Struggling

Struggling

Thanks to Jim Washok at OTAir for sending along Nielsen’s “The Short Code Marketing Opportunity.”

 

This is a great primer on how marketers are using Common Short Codes or “short codes” for text (SMS) and multimedia (MMS) messaging to build awareness, drive relationships and even sell products using mobile devices.

If you’re interested in the short code marketing opportunity, I suggest you take the time to read Nielsen’s report.

Some of the things that jumped out at me are:

The average number of text messages eclipsed the number of phone calls for wireless subscribers in Q4 2007 and the gap continues to widen.

A case study for Ashley Furniture shows one example of ROI on a text message campaign:  For every $1 spent on the campaign, $122 was generated in revenue.

Hispanics and African-Americans recall text-message ads almost twice as often as whites, making them an excellent target for text campaigns.

But what really interests me the most is the opportunity for traditional media (TV, print, outdoor, radio) to use text as an immediate call to action and to build interactive relationships with their viewers, readers or listeners.  Traditional media, particularly newspapers, have been hit hard by the current advertising slump and text campaigns are a great way to add value to advertisers and capture a database of loyal customers.

Nielsen found that radio station ALICE 97.3 KLLC-FM in San Francisco had logged more than a million transactions to its short code in Q2 2008 by listeners making requests, entering contests and chiming in on surveys.  That’s an excellent example of how traditional media is using text campaigns to build relationships.

As traditional media, particularly print, continues to struggle, short codes may prove to be their salvation.

Advertisements

Leave a comment

Filed under Daniel Durazo, Hispanic marketing, Mobile Marketing

I love my iPhone more than I love you

 

iphone_weightlifter4Today I was multi-tasking, downloading Apple’s new version 2.2 software for my iPhone (google maps street view looks great) on my iMac, while reading my friend and colleague Tony Scida’s blog on my MacBook

 

Tony’s got a great new post about the opportunities that marketers have to create branded iPhone apps and ride Apple’s very long coattails.  He’s got a point.  Apple is hot and now is the perfect time to jump on that bandwagon.  As mobile marketing guru and OTAir honcho Jim Washok likes to point out, iPhones are carried by the “12 million most important people in the world.”  Or at least we iPhone owners like to think so.  Those are exactly the folks who should be carrying your brand in their back pocket.

Coincidentally (great minds think alike), Jim also has a new post on the power of “Appverts,” an application designed to promote a product, service or brand.  He skillfully points out the futility of creating appverts without appvertainment or appvertility value.  

All this eye-phone lovin’ got me thinkin’ about how much I do love that little deck of cards crammed with interactive goodness and who-knows-what.  How did I live my life before I had it?  How did I ever update my facebook and twitter accounts while lifting weights before?  How did I suffer through another “shoot me now” meeting without the diversion of killing tiny little zombies on my screen? How did I ever check live sports scores on the “sly” while chillin’ with my shorty?  I didn’t. And my life sucked.  But not anymore.

Yes, it’s true.  I love my iPhone more than I love you.

2 Comments

Filed under Daniel Durazo, Mobile Marketing