Mobile marketing is an advertising form like no other, with unique advantages yet to be replicated within other methods of marketing. An incredibly useful benefit of text marketing is the ability to use SMS's to bridge the gap between traditional and social media.
Integrating the two occurs by adding an SMS marketing keyword to any traditional form of advertising. It could be a billboard, television, radio or even a magazine. The possibilities are huge. The mobile marketing portion then transitions consumers initially interested through these traditional forms of advertising and refer them to social and digital forms like Facebook, email or websites.
Sustaining interaction with consumers is one of the most important aspects of transitioning a prospective consumer into a client. The more ways in which this happens, the better the chance a successful change will occur.
Woman's Day added an SMS marketing portion to one of the May issues of their popular weekly. An article promoting a celebrity jeweler from Germany concluded by offering all readers the chance to win an original piece of her work. Readers could enter by texting the unique keyword at the end of the article, from which they received a response offering them three different calls to action - email, Facebook and her website. The interaction was ensured from the readers, by announcing the winners only on these digital mediums. The campaign was a success, successfully transitioning readers from the traditional magazine advertising, to digital consumers on Facebook and the website.
Mike Pero utilized a similar method of integration, adding a mobile marketing portion to his traditional television advertising. Users could text the keyword 'ute' to the number provided onscreen for a chance to win a hot lap in a V8 ute. Within two minutes of the advertisement showing, 500 responses were received, with an additional 300 following up in the next five minutes. The text response to the competition entries followed the same path as the Woman's Day advertising, offering links and encouraging interactive via Facebook and a website, both of which received a marked increase in hits in the immediate aftermath.


