A new fish in New Zealand decided to enter the telecommunications duopoly with the tool of mobile marketing and ended up with 31 000 business leads and a cut in their advertising budget.

Black + White set up a mobile marketing campaign and advertised to consumers to text in ‘black’ to a short code for more information.

Not only did this provide Black + White with thousands of business leads to follow up on, it also allowed them to measure how effective their advertising was.

The Black + White case is similar to a growing number of firms taking advantage of the real-time, real-audience information provided by SMS mobile marketing.

Instead of relying on TARPS and rough circulation figures for print advertisements, businesses are provided with real figures on who saw or heard their advertisement, and when and how it was received.

Businesses are able to analyse the information to make well-informed decisions about where their advertising budget is best spent, but more importantly- where it isn’t.

If your target audience isn’t watching TV at that time, why are you spending top dollar to advertise your product on prime-time television?

Gone are the days of businesses relying on traditional mediums (such as the internet and call centres) to measure response rates to their advertisements. Businesses are now immediately able to see who responds and are then able to follow-up with a phone call or email.

For a start-up business like Black + White, mobile marketing gives an option of marketing on a lower budget and saving money instead of relying on traditional advertisements considered to be critical in getting customer interaction.

Mobile marketing is proving particularly popular with small to medium sized enterprises, who are pressed for time and money. The relatively low-cost and ease-of-use is an attractive incentive for smaller businesses.

Want more? Follow the link to find out what a mobile marketing plan can do for you.