Making short codes the call to action in ads

April 16, 2009

Steve Leonard is general manager for off-deck at Motricity

By Steve Leonard

CNN's Rick Sanchez stands before you on television, encouraging you to text-in your feedback during his interactive news program. Feeling inspired to contribute, you send your two cents to short code 44546: "Mickelson's got this one in the bag."

The cable network then thanks you for your contribution and offers to deliver you breaking mobile news alerts from its fellow Time Warner Inc.-owned sibling magazine, Entertainment Weekly.

Seldom attuned to the latest in pop culture, you opt-in. After the third SMS update on the Lindsay Lohan/Samantha Ronson scandal, Entertainment Weekly prompts you to visit its mobile Web site and subscribe to the publication.

Realizing the text alerts just aren't enough, you deem it a worthy purchase and your relationship with these media powerhouses continues to grow.

Where am I going with this? Mobile marketing is evolving.

According to Nielsen, 71 percent of current users are using data services to connect to the Internet. Among non-users, 49 percent anticipate using mobile Internet services in the future.

The growth of the mobile Web brings the opportunity to enhance text message marketing with a level of fulfillment that previously did not exist.

Earlier this year, Motricity predicted that the short code would become the go-to call to action for advertisers. Remember when every commercial or print advertisement started to include a URL for more information? Mobile marketing is ready to claim that spotlight with short codes.

Fulfillment is the key driver for the growth of SMS codes being the call-to-action in advertising.

A targeted SMS message sets the stage, but by presenting the chance to continue the engagement through the mobile Internet, the opportunity to provide fulfillment is there.

If the SMS message also includes a discount code or segmented microsite that appeals to the preferences of that mobile phone user, the consumer/marketer relationship is deeper and more rewarding than other static efforts.

Mobile marketing is not siloed like other types of marketing, which require a billboard, television, computer, phone call, physical visit to a store or a combination of these to complete the cycle.

Mobile marketing doesn't just create an interaction that begins and ends -- the response is measured and the brand can drive consumers to engage elsewhere or more often.

Furthermore, those engagements are personal and take place on a device that's usually run by one person.

Put yourself in the consumer's shoes: If I see a Web site URL in a magazine and I go to that site and browse it one time, that's great. But it's not measurable.

Will the advertiser or company ever know that I browsed that Web site based on me seeing it in that magazine ad? But if I respond to a text message -- you know where it's coming from.

We are still hardwired to view every single text message that comes through to us.

Once I, as the consumer, have given that company or brand permission to interact with me, there is an ongoing, measurable relationship. A Web site can't reach right back out to you. An SMS can.

The first step for marketers is to embrace the short code as their call-to-action in all advertising materials. From there, embrace the growth of the channel and give your audiences new opportunities to discover all you have to offer in a dynamic new channel.

Steve Leonard is general manager for off-deck at Motricity, Durham, NC. Reach him at .

Comments on "Making short codes the call to action in ads"

1. randhir kumar says:

   August 17, 2009 at 12:46pm

   This is a good article, I notice more and more adverts with SMS shortcodes appearing daily.
   ----randhir---
   http://www.wire2air.com
   

2. Andy Bovingdon says:

   April 21, 2009 at 9:23am

   Does Motricity sell short codes and SMS services by any chance? :-)
   
   In the UK we saw a huge uptake of SMS for all kinds of mobile marketing over the last 8 years. It has been interesting watching the USA following on a few years behind and realizing the potential of mobile for engaging with consumers.
   
   But of late there is a definite move towards URLs for mobile marketing not away from them. The reason for this is quite simple - they are memorable and already known by millions of consumers. Leading brands understand the value of their URL and the investment they have made in driving it's awareness over the last 15 years. More and more companies are now automatically detecting mobile devices browsing their site and delivering the best experience. In addition, it is possible to identify individuals and personalize their visit, building the relationship over multiple visits. You can visit http://bango.com/analytics to learn more about doing this.
   
   With all the latest activities in smartphones and feature phones, URL's are the way forward. You can combine this with all the various forms of mobile barcodes / QR codes increasingly being used. These work best with URLs, redirecting to great mobile landing pages the consumer can remember and re-visit.
   
   I would recommend investing in a single, simple and memorable method of engaging with your customers - your existing URL.
   
   The best use of SMS for marketing is to instigate votes as a reaction to things like TV shows as described. The only other reason to use it is to harvest consumers mobile phone numbers.
   

3. Mat Diss says:

   April 16, 2009 at 1:12pm

   This is a good article, I notice more and more adverts with SMS shortcodes appearing daily.
   Unfortunately, the follow through isn't always there. I have received messages in reply that ask me to send another text with full name, address, data of birth - who's going to send an SMS with that in?
   I also see links in the message that go to full PC size websites, this gives a very poor user experience and probably drives your customer away.
   A link to a mobile site that can collect the relevant information easily and give a good user experience is absolutely essential to get the most from SMS short codes.
   
   Mat Diss
   bemoko
   
   mobile ... made easy

4. Mark Hendriksen says:

   April 16, 2009 at 6:46am

   Great article, Steve,
   
   Yes SMS and shortcodes do enable 1 to 1 and CRM. Coming fast on its heels and often used as an option in the same adspace are 2D codes Data Matrix or QR - offering this and more with a simple point and click.
   Keep an eye on this - it's gathering pace outside of Asia now and this is in part due to the fact that 2D DM codes are already on a lot of packaging = there waiting to be enabled for consumer access and interaction too - direct form their mobiles (cellphones.)
   
   Mark Hendriksen
   CEO
   UpCode Mobile Solutions
   http://www.upcode.com