Integrating Mobile Marketing with Print Advertising
Integrating your print advertising with your mobile marketing campaign will help expand the reach of your text marketing campaign efforts, reach new customers, and help to test the effectiveness of your print marketing.
Direct mail, newspapers, box toppers, Yellow Page advertisements, and coupon books are a few of the places you should add your mobile call to action. Integrating your mobile marketing campaign into these mediums will capture the cell phone numbers of customers and you can have an automatic auto-reply text message sent back with a coupon offer. Traditional print marketing redemption rates from direct mail or newspaper are around 2%-3%. When you integrate mobile you can reach higher redemption rates from this advertising up to 20% or more in cases.
Print advertising doesn’t build a list of customers. Having a list of customers who love your business and opted-in to receive information are more likely to spend with you in the future and in marketing terms we say that “the money is in the list.” Mobile marketing turns what can be ineffective marketing into marketing that will build a list for you on auto-pilot and reduce your print spending in the future.
You can also set up multiple keywords to test different print marketing campaigns. The simple way to test the ROI in print marketing in the past was to count the number of coupons redeemed from each and then compare. But with adding a mobile call to action into these mediums you can test which advertisement gets seen by more eyes and potential customers. Have a different keyword for newspaper ads and direct mail. After a few ad runs, which keyword brought in more subscribers at a lower cost per opt-in? This is where you should focus your marketing money in the future as the list you are building is a long term sales machine that will continue to pay your business every time you send out a text blast in the future.
Integrating print and mobile marketing is simple to do, increases your effectiveness of your print advertising and is a necessary step to build a mobile marketing list of loyal customers that will spend money with you for years to come.
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Mailing List Services12:06 am on August 6th, 2010
I agree! Integrating different marketing methods is a great way to gather more valuable information on customers. Your statement, “Print advertising doesn’t build a list of customers,” however, is not necessarily true. With direct mail such as postcard printing, the call to action can be a phone number or web address that consumers must call or visit to enter their contact information. But, as you point out, it is very valuable to also use texting to capture phone numbers.
ginno9:01 pm on September 10th, 2010
I think print ads is helping also but text messaging is faster. Therefore use text messaging more for marketing my products. Great innovation!!
Denny Brustkern3:44 am on March 10th, 2011
You guys really seem to know your stuff this blog of information was very useful.