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BizReport : Mobile Marketing : June 17, 2010

Verizon taps Zoove for mobile dial codes

Mobile service provider Verizon has partnered with direct response network Zoove for mobile dialing codes. Mobile dial codes are one way for brands and businesses to connect with opt-in mobile consumers through daily deals, applications, coupons and text messaging options; the ads and deals are delivered directly to the consumers' mobile device.

by Kristina Knight

zoove.jpg Zoove's StarStar Codes are really 'smart numbers' - phone numbers which expand the reach of an ad campaign by helping the consumer more easily connect via mobile to the brand. For example, a consumer could enter the number "**BrandY" to obtain information about the brand. Once the brand's number is dialed the consumer has access to a number of different types of marketing messages, offers or applications.

"Verizon Wireless selected Zoove's dial code solution because it provides an easy to use direct response mechanism, which delivers valuable promotions and services to Verizon Wireless customers who choose to receive them," said Richard Williams, Verizon Wireless' executive director of marketing.

Because the offers sent are opt-in, there is a higher engagement rate; consumers choose to receive messages from specific brands and advertisers rather than receiving a number of offers from brands which may or may not appeal to that consumer.

This summer the company plans to launch, in coordination with Verizon Wireless, a National Mobile Dial Code Registry so that brands, ad agencies and marketers can more easily manage their dial codes, offers and messages to mobile consumers.

Tags: brand advertising, mobile advertising, mobile codes, mobile marketing, opt-in messages, Verizon Wireless, Zoove

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