NZ marketers migrating to mobile - one thousandth campaign run

The mobile marketing company launched 18 months ago, TXT2GET, has run its one thousandth mobile marketing campaign for New Zealand businesses.

TXT2GET executive chairman Marty Verry points to the power of online (cloud) services in fuelling the 100% year-on-year mobile marketing growth he has seen in New Zealand.

"Software as a Service platforms eliminate much of the sales and delivery cost structure of using technology, and this saving can then be passed on to businesses", he says.

"By hitting a lower price-point with easy-to-use web applications, more firms can use services that previously would have only been affordable to corporates.

"As a result, we have seen this incredible variety with TXT2GET, with users ranging from international corporates like Westpac, Samsung and Red Bull, to local companies ranging from Les Mills to one person operations."

Verry said one of the main reasons businesses are adding text response keywords in their advertising are to increase the response rates - especially to advertising outside 9-5 when consumers assume 0800 numbers will not be answered. (TXT2GET's survey found 70% aren't*)

Every text is a lead that can me followed up on, and Verry points out that often three times as many people text compared to calling.

"It's about making it easy for the consumer to react when and where they see or hear an ad", says Verry.

The other reason he says is that using keywords on the advertising allows business to check reports online to see which ad creative and advertising works best.

Others, such as Child Youth and Family's promotion of March's Family Day, found their marketing more effective because they got to talk to people and answer their questions, rather than just send them to a web site. The organisation had 2,888 text enquiries compared to 540 callers to its 0800 number.

Verry points out that people are using the service to run everything from simple text for information, to text to vote, text to access mobile websites (MetService - text 'weather' to 244), text for free samples (Johnson&Johnson) and text to enter campaigns. The latter are particularly popular with client such as Red Bull, Wrigglys, Westfield, Samsung, Citizen and Independent Liquor.

ENDS