Statlistics, Merkle launch interactive mobile service for print ads

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Danbury, Conn.—In an attempt to bridge the gap between print advertising and interactive digital databases, list management company Statlistics and database marketing agency Merkle are jointly launching a mobile-based lead-generation service for print ads.

The companies’ Print-to-Mobile platform uses specific short codes rather than service numbers. When readers of a print ad send inquiries to the ad’s code, their data are compared with the publisher’s subscriber database, adding more information, according to the companies. Users will then be directed to a landing page tailored to this enriched information.

The companies said the service also can handle e-mail addresses sent via text messaging, scoring leads by comparing an address’ domain against enhanced data to determine the company’s name, SIC code and how many employees it has.

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