Text-Messaging Service Ties Keywords to Targeting

1Touch Marketing has introduced a new direct response text-messaging service with applications for lead generation prospecting, building databases and targeting outbound promotions to cell phone users.

It allows advertisers to automatically gather list data from responses received from cell phone callers, by tracking specific keywords and text-messaging telephone numbers.

Advertisers can track response generated from online or offline media for multichannel and mobile marketing. Text-messages serve as an interactive response device for consumers, which trigger delivery of additional automated promotions from advertisers.

The technology is more sophisticated than using an 800 number for tracking advertising response and assembling list data, because text-messaging telephone numbers are being used in tandem with specific keywords—for testing and tracking offers.

Different keywords can be tested with different postal and e-mail lists, creative approaches and various forms of media for targeting and generating responses from cell phone users.

Advertisers receiving inbound text-messages can automatically send back text-messages with targeted coupons, surveys or additional offers to individuals who responded

“It’s the ultimate way to create an opt-in list because only people who are interested will send a text message to respond to an offer” says Anthony Bumbaca, senior vice president of 1Touch Marketing, based in Boca Raton, FL. “The best part is there’s no spam because people have to physically respond by text-messaging to opt-in on the list.”

The service has been in a beta test mode for about a year with several advertisers, including car dealerships and a music entertainer promoter and it’s now being rolled out, he says.

1Touch has been has a database of 40 million cell phone numbers and it has been offering text messaging services for clients for awhile, but this new service is intended for smaller companies, which may not have the resources or desire to manage inbound text-messaging response data being generated.