Response codes can be used in practically any media. MobileMetrics has experience implementing response campaigns in newspapers, magazines, television, brochures, industry publications, direct mail, handouts, radio, mobile text messaging and outdoor advertising. The system allows first time users to submit a postal or email address so that they can request information, photos, video or music via email or products, samples, direct mailings or catalogues via the postal service. Currently SMS text messaging is the simplest way to respond, but MobileMetrics' system can also be accessed using WAP and Interactive Voice Response where SMS is not standard. Once the consumer responds, the MobileMetrics system uses SMS text messaging to send a customized marketing message and a confirmation that the order has been processed.
Messages sent to the phone can be simple text comments, mCoupons, ring tones, or logos.
In the Audi example, interested prospects received an HTML brochure that allowed them to learn more about the Audi A4 linked them directly to to the Audi website. As the campaign is running, the advertiser can get detailed reports on how many responses they are getting, where the responses are coming from and who is responding. MobileMetrics system instantly calculates cost per response for each advertisement based on the price of the media space. Since the system reports response information in real time, advertisers can use this information to adjust their spending during the campaign to optimize their media mix. Shown above is an example of the Response reports that are viewed online or downloaded to a spreadsheet or database.