Vibes Media has just received a patent for their radio text messaging platform used for interactive mobile campaigns. It’s been a long time coming — six years and 600 million SMS messages long, in fact. Designed for increasing effectiveness and engagement for radio clients, the platform allows radio to enhance its traditional broadcasts with opt-in alerts, SMS-based promotions and mobile coupons that complement the content they broadcast.
Checking out the press release gives us the following two quotes from Vibe and From Emmis Communications:
“Radio’s early adoption of mobile marketing and text messaging is the perfect example of an industry utilizing this new medium to increase consumer interaction and revenue by delivering a higher value to its advertisers,” said Alan Simkowski, Vibes’ VP of Integrated Sales and Marketing and a 21 year veteran of the radio industry. “This patent is an incredible asset that will help protect our partners in the radio industry from companies that offer lesser platforms as something of comparable value.” […]
“As Emmis works to build new and innovative methods of customer engagement, Vibes’ radio messaging platform has proven to be a great tool for growing and optimizing our messaging business,” said Paul Brenner, SVP/CTO, Emmis Communications. “We look forward to working with Vibes to take advantage of the mobile medium as it continues to mature.”
Using dynamic engagement to build listener loyalty is a significant part of radio’s evolution onto the mobile platform. Coupling that with an easy to use web interface on the station’s end provides the ease of use required to let entry level user-stations begin leveraging the platform immediately. Here is a partial screenshot of the interface, kindly provided by the folks at Vibes:
Mobile users account for 4 billion people globally, compared to 1.5 billion who own TV sets. According to ABI Research, the mobiles market will be worth $19 billion globally by 2011. Think about that for a moment. Now think about how often most of the mobile users you know use SMS/text messaging as opposed to actually making a call. That alone illustrates the potential reach of campaigns based on this technology.
Bena Roberts of GoMo News, the website of “strategic mobile news,” seems to share my view of this approach:
Radio has huge potential for messaging as more people drive and listen to the radio. I mean car navigation or iPods are able to send messages or video and are getting more savvy. So the potential for driving SMS traffic or location based radio coupons is HUGE.
Technology — you’ve got to love it!
Logo / Screenshot: Vibes Media, used with permission