The goal of a most marketing campaigns is to induce a consumer response. In order to achieve this, the consumer has to remember your ad. This can be difficult in an age of media saturation. There are two approaches you can take to this problem. One - Hope for the best, relying upon the creative brilliance of your campaign, or Two - Give consumers a way to instantly respond. A recent survey of consumers in the UK shows that they're clamoring for the latter:
When asked if they would find it useful using text as a response mechanism to an offline advertisement, to then be forwarded to a mobile internet site for more details, more than 51% of consumers said they would be quite keen or extremely keen to use it.
Out of those who were interested in the service, three quarters (74%) said they would use it to order a brochure and 70% would use it to check the availability of a product. Two thirds (66%) would use it to find their nearest retail store, 65% would use it to request a sample and 58% would use it to browse the product information. More than half (53%) would be interested in using it to order tickets to a concert, play or other event, whereas 49% said they would use it to buy a product and 48% would use it to book a holiday or other types of travel. More than half mobile users would also use a service like this to enter a free prize draw (51%)!
Head over to the 160Characters Association's website to read more.