MINNEAPOLIS--(BUSINESS WIRE)--Marketers have tirelessly tried to find the most honest and innovative way to determine return on investment (ROI) for radio, and Marketing Architects has found evidence in their unique direct-response approach that the answer lies in smartphones.
With traditional direct-response marketing, 1-800 numbers are used as a means of engagement. In this changing digital landscape, however, Minneapolis-based Marketing Architects has found that text codes are becoming the new 800 number.
The agency has invested more than $11 million in telephony infrastructure that takes SMS texting campaigns to a whole new level. The results of their drive-to-text efforts have exceeded all expectations. In fact, Marketing Architects has proven that people are as much as 4 times more likely to respond to a radio ad via text than call an 800 number.
“We’ve doubled down on our technology investments and analytic horsepower to harness the true potential texting can have on making radio work for marketers,” said Chuck Hengel, founder and CEO of Marketing Architects. “We’ve integrated text response into our exclusive programmatic buying platform for radio. By leveraging our 19-year historical database of radio response data, we ensure profitable ROI at every media intersection.”
In addition to building out the technology platform to provide this capability, the agency acquired a war chest of exclusive premium short codes, proven to drive better results than standard codes. Texting not only provides a more powerful means for a consumer to interact with a business, but it’s also providing concrete analytics on just how many customers are coming to a site and ultimately buying from radio.
“Analytics from a text response are extremely powerful. From location proximity to phone type, the value of text compounds the value of the radio channel,” said Hengel. “Additionally, the responder can be prompted to ‘click to call,’ visit a website and interact in real-time with an agent – turning the text response directly into revenue for marketers.”
About Marketing Architects
Marketing Architects is a Minneapolis-based, direct response advertising agency with an 19-year history of launching direct-to-consumer brands in radio and television. Through a unique “all-in” approach of investing its own money to rapidly track clients’ success, Marketing Architects has helped a wide variety of clients successfully grow their products to household names. In 2011, Marketing Architects launched a product development sister company called ZOOMWORKS bringing to market its own product innovations like the HurryCane. For more information about Marketing Architects, visit www.marketingarchitects.com.