Mobile marketing integrates traditional and social media

Mobile marketing is a unique form of advertising, offering distinct advantages which no other forms of media can achieve. One of these is the unparalleled ability within the world of advertising to bridge the gap between traditional and social media.

This integration occurs by adding a mobile marketing portion into a traditional form of advertising like television, radio or magazines. This mobile marketing portion can then transition the interest first piqued through a traditional advertising form and redirect it to a social or technological form, like Facebook, MySpace or a website. Integrating traditional and social media ensures a range of different opportunities for sustaining interaction with consumers and promoting through a variety of mediums.

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 did an excellent job of combining the two in a May issue of the weekly magazine. An article about a famous German jeweler now living in New Zealand concluded with a keyword that readers could text to enter and win an original piece of her jewelry. From here, users were offered calls to action via email, a website and Facebook, ensuring interaction in the social and technological sectors as opposed to relying on the traditional cues offered through magazine articles. The text marketing was measured, receiving over a thousand responses as well as generating substantial traffic to the Facebook page and her 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.

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