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BizReport : Mobile Marketing : July 02, 2010

Zoove's national dial code registry is live

Mobile dial codes from cross-carrier mobile marketing hub Zoove have gone national. This week the company announced the launch of the National Mobile Dial Code Registry. The numbers created in the directory are one more way brands can connect with consumers via mobile devices to push sales and traffic.

by Kristina Knight

zoove.jpgMobile dial codes are simple numbers directly linked to a brand or product. Sometimes called "Star-Star" codes, because the numbers created are dialed as *-*-B-R-A-N-D; the numbers link a customer with local store addresses, coupons, video clips, images or other content to enhance the user experience.

In late June Verizon tapped Zoove for mobile dial codes. The codes can be used by retailers to point consumers toward brick and mortar or online stores. By easily connecting the consumer to the product via a mobile device brands and marketers increase the chances of a conversion. Think of it this way: mobile consumers want information, directions, coupons, etc. now. A mobile dial code not only points them to the store but can also give the consumer product information or the ability to purchase the item while online.

"The value of a ubiquitous marketing platform that not only solicits a direct response from a consumer, but is also easy to remember and branded is unlimited," said Tim Jemison, Zoove CEO. "We've had a great response from our preliminary tests and are excited to take these capabilities to the larger marketing community to fulfill the need for a branded direct response mobile marketing solution for their integrated campaigns."

Taking the code registry national broadens the scope of what both regional and national brands can do within the mobile space. From offering more information on a product, encouraging a purchase through a discount or coupon or helping the consumer find a local store, marketers have many options for the mobile campaign.

Marci Weisler, Digital Business Director of Time Out North America said, "Through our unique StarStar Code, **TONY, Zoove gives our users a really simple way to access and download our mobile application without searching and seeking, in a streamlined way. Quick access is important if the user needs information immediately to decide where to go. While other technologies have attempted to close this loop, Zoove's StarStar Dialing is the first that allows us to secure easy to remember, branded Mobile Dial Codes." Time Out North American helps consumers find local entertainment options and other destinations through mobile devices.

The numbers created are between two and twelve digits and should be created with the brand in mind. So, rather than creating a *-*-code for a singular product, brands should create a code which encompasses the brand as a whole; that way the code can be used time and again. Over time the codes will become familiar to the consumer, creating another loyalty link between brand and consumer.

Tags: brand marketing, mobile codes, mobile dial codes, mobile discounts, mobile information, mobile marketing, starstar codes, Zoove

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