StarHub pushes on location SMS advertising

Singapore - StarHub has launched a mobile advertising service that offers marketers a more focused advertising platform targeting consumers in specified pre-set locations.

The service offers advertisers a marketing option that generates almost immediate sales by pushing specific marketing or promotional SMS messages to StarHub Mobile customers when they are in the proximity of a pre-defined zone, such as in a shopping mall.

"Location-based advertising is far easier and more effective due to timing and location relevance. As such, consumers are more likely to respond to advertisers' marketing information or promotional messages, which can translate to heightened brand awareness, better response actions, and even increased market share," Germaine Ng Ferguson, assistant general manager for advertising sales, StarHub, said.

StarHub Mobile customers will benefit from special promotions and discounts from participating retail merchants, and will not be charged for receiving the location-based advertising SMS messages.

At launch, WTS Travel & Tours, a Singapore travel agency, will be using the service to inform potential customers of their new promotions and deals.

Voo Wei Keong, director for WTS Travel & Tours, said, "WTS Travel sees the location-based advertising service offered by StarHub as an effective tool in our marketing strategy to target potential customers in the area of our office or roadshows with relevant travel information and promotions that we have available. Because the information is delivered in the immediate vicinity of our marketing activities, customers will be more receptive to approaching our staff to find out more. It is a simple solution that is more targeted and we believe will offer a better response rate than traditional advertising platforms."

Several other merchants have also made commitments to support StarHub's location-based mobile advertising service. They will use the service to inform StarHub's mobile customer base of new benefits, promotions and loyalty programmes.