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European base company TXT4 will be introducing free SMS response service as a world first to Australia. The idea is instead of paying high rates to respond to campaigns, companies will run promotes on TV and allow free SMS if the view is interested.
By making it free, TXT4 directors Anthony North and John Edwards believes that response will increase by 50 to 100%.
This is not only due to the free service but studies show that many people have their mobile close by when watching TV and its time effective to SMS in for information than calling. Also by SMS certain numbers and words they can chart response and be more product specific.
Trish Cotter, marketing director for QUIT believes that this new approach could be very successful for them as 50% of callers quit.
However not everyone calls during the ad as they are in the middle of a program so a SMS is more convenient and appealing to younger people, maximizing response to the advertising campaign.
Mr. North believes SMS marketing is an untapped market and more attention should be focus on it.
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