Who needs a short code? Now we’ve got **Zoove!
Have you ever texted a keyword to a short code to get more information about a product or service? Yeah, me neither. It’s not that I haven’t been tempted (especially when I had a chance to win an iPad), but it’s a hassle to type on the iPhone’s tiny little keypad and I don’t even have a texting plan.But what if it were easier to get the information? Maybe even as simple as making a phone call?
Introducing Zoove’s StarStar Service
StarStar is a mobile direct response service that makes getting information from advertisers easier. Instead of texting a keyword to a short code, all a consumer has to do is dial two stars (**) followed by a keyword (i.e. **PIZZA). Notice how I wrote “dial.” Yes, this system actually uses the voice dialing capability of the phone instead of the text messaging feature. The content the user receives back can be anything from text messages, multimedia messages (like photos and videos), links to websites, or even voice messages.
How can advertisers use it?
Advertisers can put a StarStar call-to-action in billboards, print ads, or even in TV and radio ads. Zoove’s website has a good example:
“A consumer might see a billboard promoting a new movie entitled ‘Fast’. The want to know more about this movie, so they dial **Fast on their mobile phone. Within seconds they receive a video movie trailer clip from the new film, the nearest theater where the film is playing (based on their present location), a mobile ‘coupon’ for a free box of popcorn, an easy-to-reply text option for them to rate the film after they see it and a link to the film’s Web site.”
Why is StarStar better than a short code?
From a consumer’s perspective, StarStar is an easier way to get information about products and services they are interested in. Admittedly, the most text-savvy consumers probably won’t see much benefit in calling over texting, but mainstream phone users will likely find StarStar easier to use. Another advantage is the voice message feature. When a consumer dials StarStar the advertiser can include a voice message in addition to sending back text or multimedia messages and links.
For advertisers, the main benefit of StarStar is potentially getting a higher redemption rate on their call-to-action. There is no guarantee of this, but if the action is easier to take, one would expect more consumers to do it. Another benefit for advertisers is that StarStar has a much simpler and quicker process to get a keyword for their system approved (days compared to weeks). Since this is a relatively new service, there is also the opportunity to lock down valuable keywords in your industry before your competitor does (like **PIZZA or **NEWS).
Should I stop using short codes and use StarStar instead?
As with any new technology, it’s best to test it out first. Try running an A/B test with a short code and StarStar call-to-action to see which one performs better. Though you should also keep in mind the mobile habits of your target audience. Text-crazed teenager may be more comfortable with texting to short codes whereas their parents may find StarStar easier to use.
– John Boese