Consumer lifestyle data provider DLG has entered into an exclusive agreement with Glasgow-based mobile marketing agency Digitonic to pioneer the use of rich media text (RMT) marketing throughout the UK.
The technique allows brands to establish greater engagement with customers by making their experience both interactive and more exciting while at the same time developing greater knowledge of how customers react to the texts they receive.
Costing little more than a standard text message, companies can now send their TV commercials, image and audio via a text.
The DLG deal, worth £730,000, sees the company provide opted-in data to Digitonic, which already provides its RMT services to major retailers such as Blockbuster
DLG group sales director Dave Craft said: “Research shows that mobile users sent more than 150 billion messages last year – which is a significant increase on the previous year. With RMT the opportunities for engaging with customers and getting them to buy goods and services is hugely enhanced.
“We believe that Digitonic has captured a leading edge in this digital marketing platform of choice for 2013 and beyond, and we’ve entered into an exclusive agreement which we anticipate will revolutionise the digital text market and be snapped-up by our customers.”
Digitonic managing director Grant Fraser said: “Rich Media Texting will play an increasingly important part of advertising and direct marketing campaigns for brands of all sizes.
“Quality data is critical for all marketing initiatives and our partnership with a business that can supply the best possible opted-in consumer data to be used for RMT campaigns is very exciting.
“Digitonic has developed a mobile marketing channel that really works and with DLG’s input, many more brands will be able to take advantage of the powerful benefits of Rich Media Texting,” he said.
