Radio Stations Using SMS As Interactive Channel

Radio stations are beginning to use SMS as a way for their audience to interact with them, as well as a marketing path for their advertisers. It’s not that surprising — while phone calls tend to have a greater attraction to people there is a very small limit to how many people actually get through, whereas everyone can send in an SMS. Marketing company HipCricket claims that SMS campaigns get about a 40 percent response rate, or a 70 percent response rate when a prize is offered, the caveat being that only 17 percent of listeners would opt in to receive messages from a radio station, according to a study by Jacobs Media reports Reuters. The other option is to include messaging components in the radio ads, so that people can directly respond to them. “[WRAT director of interactive marketing Billy] Clanton can’t quantify exactly how much the texting capability has contributed to his bottom line, but he said that interactive advertising revenue represents about 20 percent of the station’s income. He credits a large part of that figure to the text-messaging capabilities.”

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