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Enpocket To Audit First Ever SMS Ad Campaign

Enpocket To Audit First Ever SMS Ad Campaign

Enpocket has become the first mobile media company to independently audit an SMS marketing campaign, in an attempt to make the medium more accountable.

The audit was carried out by ABC Electronic on a promotional campaign for the Nationwide Building Society, verifying the time and volume of messages sent to fifty thousand targeted consumers from the O2 and Vizzavi opt-in databases.

Johnathon Linner, CEO of Enpocket, commented: “Wireless is an important new medium which many marketers are beginning to use, so there is every reason to establish standards that give them the confidence that it will be as reliable and accountable as more traditional media.”

It is hoped the audit system will prove a reliable tool in assessing the effectiveness of SMS marketing. According to Richard Foan, managing director of ABC Electronic: “With this approach wireless media has had the opportunity to avoid, from the outset, the concerns marketers so often have claimed about delivery statistics when there is no independent verification.”

Transparency and accountability are becoming increasingly important to advertisers and ABC Electronic recently launched a programme to verify and measure email campaigns on behalf of its clients (see Outrider To Audit Email Ad Campaigns).

Enpocket: 0207 404 2090 www.enpocket.com

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