Text Messaging- Commercial Mantra
While the idea of using SMS text to send promotional mobile marketing messages direct to consumers is garnering growing interest among a wide range of marketers - due to the always-on, always-at-hand, ubiquitious nature of the one-to-one medium - successful, large scale implementations of this type of customer acquisition activity have been few and far between to date (both in Europe and the US).
Most brand marketers, beyond mobile operators, handset manufacturers and retailers, mobile content providers and a few radio stations, have had limited success in persuading consumers to opt-in, by offering up their mobile numbers and permission, in exchange for the occasional offer or promo delivered to their handset. Jupiter estimates spend on SMS mobile marketing to reach a total of €111 million by the end of 2006 across Europe. Small fry in comparison to the explosion in paid search, for example, which will total €1.6 billion by the end of this year!
This might soon change however with an interesting new development from Miva in the UK. The pay-per-performance contextual ad network has just launched a new pay-per-text service in collaboration with The Number's 118 118. At present when a consumer dials up the directory enquiry service to find out the details of a company or service provider they are delivered the details back as a text message. With this new advertising platform relevant and related marketers will be able to add a couple of lines of additional text promoting their complimentary service. So taxi services could be promoted alongside restaurant details. Or car hire services alongside airline details. Or home insurance against emergency plumbers. This sounds like a win / win for both advertisers and consumers. The advertiser gets directly in front of interested consumers, when actively searching a related business, while the consumer gets added value information, non-intrusively incorporated into their text message, that they are happy to receive.
This new type of co-branding / sponsorship advertising model could help drive investment in the SMS channel. It could also help boost the revenues of directory enquiry businesses - 118 118 texts tens of millions of directory callers with their details every year!
Most brand marketers, beyond mobile operators, handset manufacturers and retailers, mobile content providers and a few radio stations, have had limited success in persuading consumers to opt-in, by offering up their mobile numbers and permission, in exchange for the occasional offer or promo delivered to their handset. Jupiter estimates spend on SMS mobile marketing to reach a total of €111 million by the end of 2006 across Europe. Small fry in comparison to the explosion in paid search, for example, which will total €1.6 billion by the end of this year!
This might soon change however with an interesting new development from Miva in the UK. The pay-per-performance contextual ad network has just launched a new pay-per-text service in collaboration with The Number's 118 118. At present when a consumer dials up the directory enquiry service to find out the details of a company or service provider they are delivered the details back as a text message. With this new advertising platform relevant and related marketers will be able to add a couple of lines of additional text promoting their complimentary service. So taxi services could be promoted alongside restaurant details. Or car hire services alongside airline details. Or home insurance against emergency plumbers. This sounds like a win / win for both advertisers and consumers. The advertiser gets directly in front of interested consumers, when actively searching a related business, while the consumer gets added value information, non-intrusively incorporated into their text message, that they are happy to receive.
This new type of co-branding / sponsorship advertising model could help drive investment in the SMS channel. It could also help boost the revenues of directory enquiry businesses - 118 118 texts tens of millions of directory callers with their details every year!
posted by streetjab at 5:14 AM
0 Comments:
Post a Comment
<< Home