How many 10-digit mobile phone numbers can you remember? Two, three, five? You have to be a genius to remember more.
What if the mobile phone numbers were of five digits? You could probably remember all in your address book.
That is why short codes are so popular. Smart marketers make recall easier by choosing numbers that stick. For instance, Indiatimes uses 58888 and Rediff uses 57333 to promote their products.
Till 2007, the short codes in India were of four digits only. This made recall even easier. Since 2007, it is mandatory for all short codes to start with the digit five.
Today, every company must use the short code for five reasons:
Reason 1
A short code is a great interactive medium. Companies can obtain customer feedback; promote new products; build customer loyalty; generate leads; build distribution channels; release account statements; provide product information etc. The list is endless.
Reason 2
Short codes engage customers. Responses can run into millions if the right questions are asked. Television channels mine the short codes particularly well. They motivate viewers to answer questions by offering attractive prizes.
Reason 3
Short codes build brand awareness. Customers learn about companies and their products through persistent use of short codes.
Reason 4
Short codes are valuable revenue earners. Companies can make money by encouraging customers to use their short code. Mobile phone operators share 15 to 30 per cent of the revenue generated by SMS messages, based on volumes.
Reason 5
Companies can capture user data, especially mobile phone numbers of customers for future promotions. This data can be segregated city-wise or state-wise for sharper targeting.
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