Search Info On BlackBerries
By Andrew Campbell
Maybe the question should be, how do the rest of us measure advertising response? Many advertisers and marketers depend on guesswork to measure advertising response. But as we know, measuring advertising response based on speculation is less than perfect.
Which is why this advertisement for Google was so eye-catching.
It shows us that Google has a way to measure advertising response for their AdWords campaign. The ad offers a free trial of AdWords, which you get by texting "AdWords to 1995 4995." Google sends you a reply SMS containing a special code, which you redeem online for the free trial.
How does this measure advertising response?
The guesswork Google would usually have to do to measure advertising response is wiped out for this campaign. The total text messages received = the audience response to the advertisement. Google can also view the exact time and day that responses come in, thus measuring advertising response with a simple SMS marketing technique. This sure beats old-school ways to measure advertising response: trying to survey hundreds of customers to ask, "What brought you here?"
This all brings to mind a recent blog post by Marketing Interactions. On the topic of measurement of advertising response, the post declared:
According to Adobe's 2010 Analytics Survey, 44% of 1,000 marketers surveyed said they could not allocate sales and costs to marketing campaigns. Given this, it's not really surprising that 76% of marketers cannot measure full marketing ROI.
It is not a shock that Google AdWords isn't one of the 76% who can't measure advertising response or ROI. They used SMS marketing to see exactly how many sales leads their advertising generates and therefore measure advertising response. Of course, not everyone has the endless budget and brand awareness of Google. But even small businesses can use SMS marketing to measure advertising response; they just need to be creative.
Which is why this advertisement for Google was so eye-catching.
It shows us that Google has a way to measure advertising response for their AdWords campaign. The ad offers a free trial of AdWords, which you get by texting "AdWords to 1995 4995." Google sends you a reply SMS containing a special code, which you redeem online for the free trial.
How does this measure advertising response?
The guesswork Google would usually have to do to measure advertising response is wiped out for this campaign. The total text messages received = the audience response to the advertisement. Google can also view the exact time and day that responses come in, thus measuring advertising response with a simple SMS marketing technique. This sure beats old-school ways to measure advertising response: trying to survey hundreds of customers to ask, "What brought you here?"
This all brings to mind a recent blog post by Marketing Interactions. On the topic of measurement of advertising response, the post declared:
According to Adobe's 2010 Analytics Survey, 44% of 1,000 marketers surveyed said they could not allocate sales and costs to marketing campaigns. Given this, it's not really surprising that 76% of marketers cannot measure full marketing ROI.
It is not a shock that Google AdWords isn't one of the 76% who can't measure advertising response or ROI. They used SMS marketing to see exactly how many sales leads their advertising generates and therefore measure advertising response. Of course, not everyone has the endless budget and brand awareness of Google. But even small businesses can use SMS marketing to measure advertising response; they just need to be creative.
About the Author:
This article was written by Andrew Campbell, the Country Manager of TXT2GET Australia. TXT2GET are the SMS marketers of Aus, NZ and the US. Read about other SMS marketing campaigns, or visit the website to find out how measuring advertising response can earn you passive income as an SMS marketing agent.
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