Broadsheets To Leverage Text Messaging
USA TODAY is to print short code numbers that readers can text message to access real-time news, whilst the Financial Times will run an in-store poster campaign across 1,250 retail outlets offering cash vouchers in reply to a text response.
Matt Jones, director of mobile strategy at Gannett Digital, a unit of USA TODAY’s parent company, confirms:
a lot of marketers are thinking of how they can best leverage mobile phone users
The US broadsheet publisher will combine a mobile search platform with standard-rate text messaging in an effort to provide up-to-the-minute news on the go – including sports scores, weather forecasts and stock quotes.
Mobile is basically a downstream distribution point for all of the national and local content we produce… We want to make our news and information available to consumers in the format that they choose.
The FT, on the other hand, is hoping to engage UK consumers and track the success of the national promotion using technology from i-movo – a company specialising in secure Mobile Transaction.
David Tymm, CEO of i-movo, is clear:
There is a mistaken belief that mobile marketing only appeals to a younger demographic. The dramatic redemption levels we are seeing to promotions targeted at more mature audiences â€“ both male and female â€“ shows that mobile marketing is now mainstream and our offering is particularly easy for consumers to understand.
The mobile campaign is part of a second wave of advertising aimed at prospective readers following a sharp rise in the cover price of its daily and Saturday editions – a move reflected across the Atlantic by the Wall Street Journal.
Inevitably, it also depicts the embracement of online delivery!