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How Do You Link Traditional And Social Media – Mobile Marketing

By Alex Speirs

Mobile marketing is a unique form of advertising, offering distinct advantages which no other forms of media can achieve. One of these is the unparalleled ability within the world of advertising to bridge the gap between traditional and social media.

This integration occurs by adding a mobile marketing portion into a traditional form of advertising like television, radio or magazines. This mobile marketing portion can then transition the interest first piqued through a traditional advertising form and redirect it to a social or technological form, like Facebook, MySpace or a website. Integrating traditional and social media ensures a range of different opportunities for sustaining interaction with consumers and promoting through a variety of mediums.

Integrating traditional and social media ensures that advertisers are connecting with potential consumers across multiple different platforms, sustaining interaction with consumers. As well as the sustained interaction with consumers, multiple calls to action are offered, increasing the chance of turning a potential consumer into an active client.

Woman’s Day did an excellent job of combining the two in a May issue of the weekly magazine. An article about a famous German jeweler now living in New Zealand concluded with a keyword that readers could text to enter and win an original piece of her jewelry. From here, users were offered calls to action via email, a website and Facebook, ensuring interaction in the social and technological sectors as opposed to relying on the traditional cues offered through magazine articles. The text marketing was measured, receiving over a thousand responses as well as generating substantial traffic to the Facebook page and her website.

A similar technique was utilized by Mike Pero who also sought to transition viewers from the New Zealand V8 utes show to digital consumers on their interactive website and Facebook. They achieved this by offering viewers the chance to win a hotlap in one of the featured cars from the show. All that was required was to text the keyword ‘ute’ to the number provided onscreen. 500 responses were generated within two minutes, with an additional 300 in the five minutes which followed. Entrants received a reply informing them that the winner would be announced on their Facebook page and website, both of which received a marked increase in traffic following the text, showing the successful transition made through a simple mobile marketing campaign.

Learn more about mobile marketing. Stop by where you can find out all about interacting traditional and social media with mobile marketing.

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Article Citation
MLA Style Citation:
Speirs, Alex "How Do You Link Traditional And Social Media – Mobile Marketing." How Do You Link Traditional And Social Media – Mobile Marketing. 27 Jun. 2010. 31 Oct 2014 <>.

APA Style Citation:
Speirs, A (2010, June 27). How Do You Link Traditional And Social Media – Mobile Marketing. Retrieved October 31, 2014, from

Chicago Style Citation:
Speirs, Alex "How Do You Link Traditional And Social Media – Mobile Marketing"

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