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Go2Mobile releases SMS campaign manager
Tuesday, April 09 2002
by Bernie Goldbach


Go2Mobile Solutions of Limerick launched its new MediaText mobile campaign
manager on Tuesday at the ICT Expo in Dublin.

The browser-based application integrates functions specifically helpful for radio
DJs, television presenters, advertising executives and marketing agencies, the
company said. Essentially, users of the service can set-up and run SMS marketing
campaigns or polls using only a PC, Internet browser and Internet connection. 





Besides the commonly used mobile poll, MediaText can also help manage
competitions, enable group messaging, screen thousands of messages for buzzwords
and analyse campaigns as they unfold. 





Since the service only requires a browser and Internet connection, Go2Mobile
offers MediaText as an Application Service Provider (ASP) service, negating the
need for special hardware, software or training by clients who want to roll out
campaigns. 





"The real benefit of MediaText is that the client has advanced text
functionality that can manage multiple campaigns for multiple clients throughout
the year at a fixed management cost," said John Ahern, Go2Mobile's managing
director.





Go2Mobile clients include Red FM, FM104 and L'Oreal. MediaText also worked in the
background of the campaigns for American Pie 2 and the Smirnoff Dance Awards, the
company said. 





Many prime-time Irish presenters have incorporated SMS text call-outs as part of
their hourly programming, using the medium as a conduit for song requests and
polls. These kinds of activities, along with personal use, have made SMS
incredibly popular and Irish mobile phone networks now accommodate more than 4
million SMS texts every day. This level of uptake, 10 years after SMS
architecture was integrated to the Irish mobile phone networks, is even more
remarkable when considering SMS was not originally marketed as a consumer item. 



Another aspect of the product is its ability to collect data about participants
in campaigns for analysis. While this information can be helpful in its own
right, it could be used for subsequent marketing activities should clients decide
to do so. 





Tom Doherty, the company's sales director, showed ElectricNews.Net the inner
workings of one of the databases that is connected to the service -- including
thousands of mobile phone numbers -- catalogued after a few days of SMS
campaigns. "These are the real numbers of a marketing campaign -- people who
have asked you for something that you know they value," Doherty explained. 





Such lists can be incredibly valuable to marketers as SMS becomes increasingly
popular as a medium for advertising and increasing brand awareness. Ovum Research
claims that response rates for SMS marketing range from four percent to 40
percent. Brand recall is between 46 percent and 64 percent. Moreover, Ovum says
there is a high immediacy of response, with 30 percent of recipients responding
within the hour and 70 percent within 24 hours.





For more information visit HREF="http://www.go2mobile.com">http://www.go2mobile.com.