| Radio campaigns have reached a new height of | | | | the future looks bright. The creative varies from text |
| performance with the explosive combination of radio | | | | to audio, pictures and video, making a very powerful |
| and SMS text messaging. We call this kind of | | | | and immediate impression. Technology is in the |
| campaign Radio Text Messaging (RTM), a new super | | | | pipeline to improve smart phones; consumption of |
| combination showing tremendous success with some | | | | the phones is escalating, and contracts with phone |
| ROI's topping 300%. Direct response radio ads use a | | | | service providers are all converging at breakneck |
| call-to-action such as to text DR RADIO to 511-511. | | | | speed. |
| Consumers respond by texting to receive special | | | | What about the response? 95% respond to text |
| coupons, discounts, or notifications. Advertisers | | | | messages in 5 minutes. 98% inside 30 minutes. How's |
| receive the additional benefit of opt-in acceptance | | | | that for return? Enviable open rates are 80%. As for |
| when the consumer texts, giving them permission to | | | | conversion, M:Metrics reported a 12% rate for |
| contact the consumer again. | | | | targeted campaigns. Obviously that will vary due to |
| Imagine getting detailed reports 24/7 of your radio | | | | the compelling nature of the message and the offer. |
| text messaging campaign for analysis to tweak and | | | | Here are just some of the possible uses for radio |
| improve results? From coupon redemption to | | | | with mobile marketing: |
| conversion, advertisers track ROI expeditiously. | | | | - Polls |
| The first paid advertising for an iPhone app with a | | | | - Coupons for instant redemption |
| measurable call to action used a special offer code to | | | | - Special previews |
| work on iPhone so consumers could get the app. The | | | | - Event notification |
| excitement of the immediacy from radio direct | | | | - Giveaways |
| response advertising used this way delights | | | | The speedy response time of results, the ability to |
| consumers and advertisers alike. | | | | tweak radio creative in short order, and the 100% |
| The success is partly due to the huge growth of | | | | opt-in nature of the consumer make this effective |
| text messaging, which doubled in 1 year up to 110 | | | | combination of radio and mobile marketing |
| billion messages in 2008 and now exceeds 3 billion a | | | | unstoppable. |
| day. As a very new method of message delivery, | | | | |