Before I started writing about messaging technology, I wasn’t sure what the phrase “short code” meant–even though I’d used them all the time as a consumer. So how can someone new to the space, even if (s)he is a seasoned vet of marketing, be expected to?

That’s why I’m excited about The Ultimate Guide To Common Short Codes, mobileStorm’s newest white paper, written by CEO Jared Reitzin himself. (You can find it, along with our other valuable white papers, here.)

“The popularity and recognition of short codes in the USA accelerated dramatically with shows like American Idol (i.e., Text VOTE to 4701 for your favorite idol) and recently when President Obama used a short code-based method to announce Joe Biden as his vice president. Supporters were encouraged to text OBAMA to 62262 to be the first to know… The Obama VP announcement was considered the largest single mobile marketing event in history, texting 2.5 million people,” Jared points out.

After offering these clear examples of short code use–and success–Jared gives readers a primer on how to start using a short code.

He gives a heads-up on the CSCA, the entity in charge of short codes (to find out what “CSCA” means, read the paper); explains each step in the process of obtaining and using a code; and addresses some of the headaches, such as wait-time for approval and certification.

Also, Jared spells out the difference between “common” and “dedicated” codes (the latter being exclusive to one company or brand, often spelling out an easily-recognized name or word), making it easier for a company to decide which type of code to use.

To get the 411 on everything you need to know about short codes, download The Ultimate Guide To Common Short Codes today!

Eydie Cubarrubia

“I’d rather you text me”

It’s taken a singing competition to underscore the importance of measurable ROI.

Last month I pointed out how mobile marketing really boosted the success of American Idol (whose parent company, FremantleMedia, is a mobileStorm client), much more so than traditional marketing. Specifically, I pointed to the record numbers of voters–the majority of whom had texted-in–who participated in this season’s finale between wholesome, broadly-appealing winner Kris Allen and runner-up Adam Lambert, whose artistic risks such as a Middle Eastern take on “Ring Of Fire” thrilled music aficionados while likely scaring Middle America. These figures were in seeming opposition to Nielsen ratings numbers, which indicated that viewership was the lowest since the show’s second season.

At first, this seemed to prove that digital messaging engages consumers so much, their participation becomes much more significant than that of a larger number of less-engaged consumers. But The Business Insider notes that the problem may have to do with Nielsen’s technology that gathers viewer data.

“A recent Nielsen study of how people use the meter showed that enough viewers punch the meter incorrectly, particularly when watching TV in large groups, that national ratings could be off by 8 percent,” the report says. Fox, of course, is furious. Such a flub affects how much the network can charge for advertisements that run during the show. Other TV networks are also wary, since their own ratings and ad rates may also be affected.

The only silver lining here is for digital message marketers. Unlike TV ads that are run based on (now-suspect) viewer numbers, SMS and email campaigns offer absolutely-measurable ROI:

• You can count how many unique users (cell phone numbers or email addresses) are participating in a campaign–whether they’ve opted-in to receive email messages or texted into a premium SMS campaign.
• You can see how many people who received your message further acted upon it–such as the number of people who redeemed a mobile coupon, or who clicked on an email sales flier and ultimately made a purchase.
• You can see which of your campaigns did better than others.
• You can use demographic and psychographic information to see which groups of people responded the most to your campaign.

You just can’t get information this specific–or this accurate–with traditional marketing methods. The Nielsen controversy proves that.

Eydie Cubarrubia

“I’d rather you text me”

Nearly 100 million votes were cast during this week’s American Idol finale, resulting in Kris Allen winning the competition for the show’s eighth season. Last night was also a win for SMS marketing, just as much as it was for Mr. Allen.

Why? Television experts have been saying that Idol ratings have been down this year, and that its popularity seems to have waned. Yet the 100 million votes–sent predominantly via text message–is a record high for the show. Even if there are fewer viewers, consumers are engaged with the brand more than ever.

This means continued success for the show, whose production company, FremantleMedia, is also a mobileStorm client. With texting, fans really become invested in the Idol outcome. Comment boards on news and entertainment sites right now are bursting with ways people say they are able to send as many messages as possible so that their faves will win.

Such proof that these consumers are so committed to the brand means that Fox will likely command a high price for its commercials, ratings be darned. Fremantle, too, will continue to get paid big bucks from Fox to keep American Idol on the network.

Consider also the claim that it’s much easier to text a vote into a short code than it is to call the show’s toll-free landline–and to ensure that that vote counts. As the business publication Broadcasting & Cable said in a report: “Text messaging is digital [unlike phone lines, which are analog] and simply doesn’t have the same traffic jams. A text message is also time-coded, meaning that all of the votes messaged during the two-hour period can be lined up like jets on a runway and eventually recorded.”

So after the upset of Idol frontrunner Adam Lambert, fans of future frontrunners will be spurred to send ever-more SMS votes.

Last week, the shooting death of Wesleyan University student Johanna Justin-Jinich shocked the small city of Middletown, Connecticut. Even though, according to what police have said, it sounds like she was the sole target of an alleged stalker, university authorities did the right thing: They sent text and email alerts to students, canceling events and keeping them updated on the crisis.

That’s what’s so great about digital marketing strategies: They can be used for the greater good. In this case, Wesleyan University used a multi-channel digital marketing-like strategy as part of its Rapid Alert System for emergencies.

The school sent text messages to students–smart, because young adults never go anywhere without their phones, and so they would get the news and safety tips right away, no matter where they were. Officials also sent email messages, which would reach students once they were safely back in their dorms and waiting for more information. (Emails could also reach a limited number students who had cell phones with email capabilities, but text was the best way to ensure reaching as many phones as possible during the first critical moments after the shooting.) The university also posted updates on its website, viewable to both students on campus and their worried parents far away.

We’ve talked about using SMS (and to a lesser extent email) for emergencies in past Digital Marketing Blog posts. The mobileStorm platform, we’ve said before, can be used to send mass emergency alerts, as part of an overall public safety strategy. (Interested readers should contact the mobileStorm sales team via email or toll-free phone call).

Though Ms. Justin-Jinich’s death is a horror, at least no one else got hurt. Maybe because students were warned well enough in advance to retreat immediately to their dorms–preventing the shooter from targeting any more victims. Wesleyan University’s usage of SMS and email is a great lesson for any institution or government body that is considering ways to best reach denizens during times of crisis.