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Interactive Advertising Benefits

The use of interactive advertising can result in a variety of benefits over standard static advertising. The use of mobile phone response channels can provide the required element of interactive advertising with the following results:

Consumer Benefits

> SMS is now a mainstream response Average response age is 47
> Accessible 100% mobile penetration - against 50% Internet and is "anytime, anywhere"
> Immediate No call centre queuing or having to remember a call-to-action
> Cheap Compared to calling free phone numbers on a mobile
> Quick & Easy Less interruption Fewer key strokes required
> Discreet Personal data not transmitted audibly

Advertiser Benefits

> Shows your company as forward thinking and customer friendly
> Low cost of reply Greatly cost associated handling information enquires (call centre resource, printing and postage)
> Builds a database of interested consumers
> Tracking engine Detailed navigation tracking of respondents (web, WAP, SMS)
> Real-time data 24/7 via online Management Console
> Update your marketing messages Done online and without additional cost
> Ability to proactively market to consumers after the campaign has ended
> Optional payment facilities Sell digital content or physical products

Response Tracking Engine

The MPP response tracking engine is a powerful tool to understand what consumer do once they have received your information providing ability to track each communication from source and analyse response volumes, times and types of responders. This enables more cost effective future media planning. The response tracking engine provides the following statistics:
> Open SMS/email responses and the actions taken:
> Click on area of interest
> Click to request further information
> Click through to your websiteWhich advertised keywords/sub-keywords each prospect responds
> Number of SMSs/emails that have been opened
> Tracking users through your websites
> Capture of registration details (name address etc).

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