So you are driving along a road and an ad comes on the radio
"Thinking of getting married? Call us now on 234-567-8978 or go to our website www.greathotel.ie"
This ad may interest you but you will not remember the number that came at you quickly, you cannot write it down, and IF you remember to go to the website* you will most likely check out competitors websites as well
Lets run the ad again
"Thinking of getting married? Text WEDDING to 51444 standard rate text"
Now, that is memorable. Furthermore, at the first opportunity one can take out a mobile phone and send the text off
Mobile Automotive Marketing Revs Up
JUNE 2010
Finding in-market car shoppers on the go
The Internet’s role in the vehicle purchase process is well documented. In a March 2010 poll of Web users by About.com, for example, nearly three-quarters of respondents described themselves as likely or very likely to research online before buying a car, with expert reviews their content of choice.
As the mobile Web becomes more important to consumers in all facets of their lives, automotive marketers have to contend with the same demand for trusted information, only on smaller screens in the hands of prospects with shorter attention spans.
“Automakers generally focus on using mobile to drive brand awareness and consideration for prospective car buyers just beginning the purchase process,” said Noah Elkin, eMarketer senior analyst and author of the new report “Automotive Mobile Marketing Shifts Gears.” “At the same time, they try to steer prospects to a nearby dealer to schedule a test drive.”
Data on consumer engagement with automotive mobile advertising is directionally positive. A May 2010 survey of about 100 US users on AdMob’s mobile ad network uncovered fairly high recall rates of automotive ads and even higher click-through rates.
This is the concept of keywords to standard rate short codes for advertising AND IT WORKS!
The advertiser has captured a mobile number and can now call and SELL to the enquirer which is a much better call-t-action than the original option as demonstrated above.
It is affordable and accountable.
* Less than half of homes in most countries have broadband and consequently there is a HUGE amount of people that cannot get to websites.
EVERYBODY HAS A MOBILE PHONE
Using Keywords and Subwords for information purposes
