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Tag archives: education

Mobile marketing, it’s a question of trust

on July 11, 2005 by Martina Comments

On his company’s blog, Juanjo gives us some insights from a recent campaign Duplex Marketing has carried out for Sony. It was an on-pack promotion which urged people to text the shortcode they found on the CD pack to a special number, in order to win prizes. The initiative obtained a 10 percent redemption rate, with about 20 to 40 percent of the people submitting codes more than once. I know text2win is just the simplest way to try mobile marketing and it’s doesn’t help much in building a relationship, but I do like it as a “way-in”. On-pack promotions and SMS codes are a good solution to educate both advertisers and the public to the potentials of wireless marketing. It’s a question of building trust: advertisers will learn there is a new, direct and personal channel to promote themselves, and users will understand they can enter mobile sweepstakes at no risk of being spammed with unwanted SMS. Of course this is a delicate game that needs to be played by the rules. Cheat and die. Tag =

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