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Mobile has received a mixed reception from marketers since its introduction a few years ago. Most activity has focused on outbound mobile marketing and, while a few high-profile campaigns have shown this can be an effective approach, consumers and businesses are increasingly concerned about privacy and the problem of mobile spam.

Text response turns the tables on mobile marketing, offering consumers an easier way to make contact, and organisations a way to increase advertising effectiveness while managing response automatically. Done properly, it can increase the number of inbound leads a campaign generates, deliver high-quality data and provide infallible metrics on campaign performance.

Promote it properly

Adding text response as an afterthought to an ad will lead to disappointment.

Consumers are extremely comfortable using this channel, but the text call-to-action must be properly represented. It should be as prominent as a phone number, so consumers feel that both options will give them the information they are after. Keywords should be short and memorable, and it is essential to indicate what consumers can expect if they respond. 'Text for a brochure' is better than 'text for more information'.

Get the conversation right

Consumers using text response are already bypassing contact centre queues and IVR systems. Nonetheless it is essential to provide a positive brand experience. If fulfilment is by post, confirmation of the prospect's first line of address provides confidence that the information will arrive.

It is also possible to offer consumers choices within the text conversation.

For example, automotive companies can offer prospects the chance to request a brochure, their nearest dealer details, or arrange a test-drive.

Don't scrimp on data quality

Done correctly, text response is an extremely cost-effective way to collect prospect data. However, if data quality is poor, costs will increase and the consumer experience will suffer. Choose a solution which validates addresses against multiple data sets ensuring that incoming data is of a quality at least as high as that generated through your contact centre or website. This way, it can be directly integrated with your CRM database to ensure quick and accurate fulfilment for the consumer. Accurate data can also be enhanced by appending geodemographic variables.

Build a database for ongoing text dialogue

With list buying a turn-off for most businesses, managing response via text is a great opportunity to collect mobile opt-ins. Within the conversation you can allow consumers to opt-in to latest offers or news alerts via text. Within a few months a substantial mobile community can be developed, allowing you to take advantage of this low-cost ongoing communications channel.

Measure response

Text response allows you to precisely measure incoming leads automatically by using unique keywords that take minutes to set up at no extra cost.

Compare this with unique phone numbers which are cumbersome and expensive to deploy, or media codes, which are often ignored by consumers. When using text response, marketers should capitalise on this opportunity, using different keywords to designate advertising channels, specific publications and even individual products.

Tim Carrigan is chairman of TXT4

CASE STUDY: VAUXHALL

Vauxhall, a TXT4 client since August 2004, is currently using text as the primary response option on its advertising for the new Tigra. Consumers are invited to text a keyword to 84118 to request a brochure.

Using multiple keywords, Vauxhall is able to track response from different media: this campaign uses press and outdoor, so Vauxhall receives real-time insight into which medium is delivering the most leads.

After responding, consumers are asked for their name, house number and postcode. After submitting these details, a return SMS confirms their first line of address, informs them that a brochure is on the way, and asks them to reply with the word 'CONVERTED' to receive a callback to arrange a test drive.

Using a number of leading industry datasets, it is possible to identify the full address from a house number and postcode in more than 99 per cent of cases. Data is delivered and pre-formatted to Vauxhall's fulfilment agency by automated emails sent every few minutes. Paul Fitzpatrick, Vauxhall's relationship marketing manager, said: "We specified the format that we wanted the data to come in as the campaign was being set up. This ensures that it's actionable straight away, with no further manipulation required."

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You can send a copy of this article to a colleague's email account by texting: 'DRM 10012' 'recipient's email address', to 86222. Text messages are charged at standard network rates.