Dell learns
the secret lies in text

Dell has joined other national advertisers in permission-based text messaging promotions hosted by Mobile Campus, reports 1to1 Media. Through the service, participating university students can opt to receive text messages from vendors of choice.

The Mobile Campus partnership was one result of Dell's decision to part with print this year for alternative marketing vehicles, such as mobile, outdoor and social networking. Dell is also considering a mobile opt-in component on its homepage for those willing to sign up for exclusive offers and discounts.

Interactive marketing manager Amy Fowler of Dell's University Program highlights a change in the business-to-consumer text-messaging conversation. Instead of inviting students to text Dell for prizes, which had been a typical but ineffective campaign strategy, Fowler notes, "We wanted to pilot a program to see what kind of response we could get from [students] when you send a message directly to them instead of asking them to text you."

The response was reportedly overwhelming. A test promotion to win a plasma TV, conducted entirely via students' mobile devices, yielded a 30 percent response rate. Moreover, because text messages and social networking are less costly than traditional media, the decision to commit more resources to alternative marketing was apparently a no-brainer - particularly since university students are not known for their economic largesse.