A start-up company called ZipDial, which is based on Bangalore, has been using a unique new technique surrounding the missed call in order to maximize the potential of their mobile marketing.
Though most mobile marketing firms have been placing the vast amount of their attention on mobile games, SMS, mobile ads, and VAS, ZipDial has discovered that using missed calls allows customers to be contacted for free and quite effectively.
The company was created in February 2010 by Sanjay Swamy, Valerie Rozycki Wagoner, and Amiya Pathak. Its primary goal is to offer brands a fresh way to reach their customers.
CEO and founder Valerie Rozycki Wagoner stated that the idea of missed calls is a simple one, and is very inexpensive – in fact, a missed call is free to the customer. She went on to explain the marketing concept’s roots, saying that they were considering the ways in which “missed calls can be employed as a marketing and engagement technology and came up with the idea for ZipDial.”
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The difference between missed calls and SMS is that the consumer doesn’t need to pay for a call they never receive. Since the consumer won’t need to pay for it, marketers can find it exceptionally valuable, giving a marketer a significant opportunity to communicate with a consumer.
In India, penetration of cell phones is large, meaning that mobile advertising has a high potential in that nation. With ZipDial, whenever a promotional number’s call is missed, it is recorded there so that the database of missed call numbers can then be generated and shared with the client for use in other ways.
Several brands are already using ZipDial in India, such as ICIC Lombard, PnG, Oreo, Dr. Batra and Kingfisher.