How miss call is replacing SMS?

17th October 2013 | By Mouseworld Now Correspondent |

Knowlarity-CEO-Ambarish GuptaThe world of advertisements is changing fast, during the last decade we have seen technology overpowering the offline advertisement in every sense. If we look closely at the trends we will see how prominent QR codes were (they still are but only on close-loop advertising) before SMS become ‘the’ mode of advertisement, stating from lead generation to collecting polls. However we have been seeing another interesting trend visible in current advertising domain that is of Miss Call communication, it’s may sound like a fad to some but truth be told we as Indian consumers are price driven at anything we do, sending an SMS is still a cost (in our minds) however we are tuned to Miss Call by default considering it as free, that’s the first thing that comes to a consumers mind, if its a Miss Call then its free.

The way smart advertisers are using Miss Call services is also interesting, billboard displays are  still most prestigious form of offline media advertising, but the most challenging task was to display the most enticing form of content with a way to show quick ROI (we all can’t be Amul, right?). Miss Call enables us to generate quick responses from customers with little or no manual input. Let’s take an hypothetical example of how a realtor like Grand Lake makes this works; GL buys up media space in Print, TV, Radio & Billboards investing equal amounts in all to start up the launch of their new township, GL has no idea to filter leads based on source and to optimise their ad campaigns. Miss Call services comes to rescue, GL instead of giving a number to call on ad campaigns now gives a number to give a Miss Call with tracking ID. Now GL can do much more with their Ad campaigns, for starters they can easily increase new lead captures and know exactly where the lead is generating from, hence deploying ad budget accordingly.

Another interesting use we are seeing recently is of Miss Call services in news polls and contest voting, tune into any of your favorite game show and you will see what we mean, everyone is using Miss Call services. Your favorite news channel is asking to give Miss Call to select who will be the next Prime Minister or if you support a particular Bill in Parliament to hip reality shows asking you to give a Miss Call to vote up or vote out your favorite candidate. This is an interesting take on SMS voting which was very prevalent since KBC started doing it over a decade ago making it mainstream. It seem Miss Call services have finally beaten SMS when it comes to catching user attention and pacing itself with consumer mindset. However before you make up your mind about using Miss Call service understand that best way to implement is to integrate it well with SMS thank-you or acknowledgement to get maximum output. You may do it the old fashioned way as well; that is pick up the call but would you really want to pick a million calls a day. Miss Call service as we see it is not only effective but productive.

 

By-Ambarish Gupta, CEO and Founder, Knowlarity Communications

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