February 2010 – Channel Crossing: Mobile

Per Inquiry Goes Mobile

Many advertisers have come to recognize that per inquiry television advertising is a great strategy for generating leads or calls on a cost-controlled basis. This form of guaranteed advertising has been around for more than 25 years, and it has matured into a “must have” for many DRTV advertisers.

It follows that mobile should be a great way to generate qualified responses, with 275 million subscribers (and growing)! More and more DRTV advertisers say they’re considering dipping their toes in the mobile per inquiry waters. But are they ready?

The attraction to mobile PI is obvious:

• Low cost of entry – a banner ad or text message and landing page can get it started;
• Multiple ways to capture responses;
• Ability to geo-target consumers;
• Flexibility for controlling response volume; and
• Cost-controlled results – pay only for qualified responses.

SO WHAT’S NOT TO LOVE?
Think back to the early days of the Internet, when exaggerated promises were made regarding the ability of sites and networks to generate qualified responses (actually, this still occurs today). Many responses were not qualified, and there were costs attached to finding that out.

Mobile PI advertising is viable and clients are reaping attractive ROI from the responses being generated. Many, however, agree that finding the right approach for generating consistent, qualified lead flow can be challenging.

A client is ready if they are prepared to:

Test and re-test – Each test will help to refine the best approach for generating qualified responses. This will often differ among mobile partners, since their methods for engaging consumers differ (downloaded apps, display ads, audio placements and more).

Monitor results constantly - Mobile vendors are pretty nimble when it comes to making changes in order to get a campaign on the right track. Optimize based on results and be prepared to implement more stringent qualifiers to enhance lead quality.

Change the way the lead is captured – Having consumers call a toll-free number may be the best way to generate qualified leads on TV, but that’s not necessarily true with mobile. The simplicity of mobile’s “click to call” makes it almost too easy for consumers to connect by phone, only to discover they hadn’t intended to make the call at all.

Set realistic expectations – Mobile is a new medium for both advertisers and consumers. Consumers are experimenting with it. While response levels don’t yet rival those from the Internet, the quality of the mobile responses is proving to be much higher.

Partner with an experienced mobile team – Avoid trial and error by working with a team that has vetted many of the mobile partners by running numerous campaigns with them. Over the past year, a solid number of mobile vendors have embraced the PI concept and proven that per inquiry campaigns can–and do–work!

Sally Dickson is president of MMSI in Warwick, R.I. She can be reached at (401) 737-7730.