Communities Dominate Brands - a European-based engagement marketing site and one of the first to trumpet engagement marketing - posted about Peugeot’s success using SMS and WAP to roll out their latest model (the 207):

The results of the campaign were impressive. One in two people who interacted with the campaign ordered a test drive. One in five visited the WAP site, and one in eight ordered a brochure. The average dwell time on the WAP site was 20 pages. Interestingly, the conversion of a prospect from visiting the WAP site to downloading the JAVA brochure or booking a test drive was around 30% higher than for the Internet. Not surprisingly, Peugeot plans to use mobile as a key element in future launches.

Read more at: Communities Dominate Brands: Peugeot does engagement marketing with SMS and WAP

My focus is small and medium business engagement marketing, and SMS/WAP offer some interesting possibilities, but with acceptance in the USA only now starting to come up to speed, I’ve been happy to monitor what’s happening in Europe as opposed to recommending anything for my clients.

The key statistic? A 30% higher conversion for WAP than the Internet.

I wonder if that edge isn’t due to shrink as more mobile campaigns aren’t rolled out and mobile users become jaded to the experience.

Technorati Tags: sms, wap, engagement, peugeot, communities dominate brands