Given the ever-increasing rise in mobile adoption, mobile marketing is on the minds of many marketers these days. It's no surprise, considering that mobile internet usage is projected to overtake desktop internet usage by 2014, according to Microsoft Tag. But while we often talk about the importance of mobile marketing tactics such as optimizing your emails and website for mobile devices, there's one aspect of mobile marketing we've touched on very minimally.
What we're referring to here is the use of SMS (text messages) for marketing, and a new infographic from Mogreet highlights some interesting data about its potential. The infographic emphasizes the power of SMS in terms of the concept of "narrowcasting." You can think of narrowcasting as sending more targeted, relevant messages to a smaller group of contacts -- the opposite of broadcasting a general message to a larger audience. And if you've ever done any email segmentation, you should understand how much more powerful this approach can be. So if you're curious about the potential of narrowcasting with SMS, the following infographic has some intriguing stats to share.
What are your thoughts on using SMS for marketing? Will you consider SMS as a component of your mobile marketing strategy?
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Elizabeth Kraus 1:42 PM on July 13, 2012
I don't think it follows that cell phone users who text will welcome advertisements in text message format. Most cell phone users who text do so to quickly exchange valuable information with family members and friends.
I recommend extreme caution to business owners who are considering adding any kind of non-permission based text messaging to the marketing toolkit, and to text only those individuals who explicitly request that they do so with only those types of messages they specifically subscribe to receive.
Pamela Vaughan 1:53 PM on July 13, 2012
Elizabeth: I think that's a great point. Just like email, opt-in is critical when doing any kind of text messaging to your contacts. Furthermore, I think the content you text should also be carefully considered. Thanks for the comment!
Graeme Nichol 5:20 PM on July 13, 2012
TXT marketing is a very useful strategy, depending on your business type. Retail, Entertainment and Food & Bev work exceptionally well. Using a TXT autoresponder and management tool/system is key. Sign ups must be made - the system is highly controlled by the folks who give numbers - sign off info must be obvious and simple,
Mike 8:49 PM on July 15, 2012
Big deal if 174 million Americans send texts every days. Where's the stats in lights that has 0.01% of Americans opt in for sms spam? Twist the figures as you like.
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Travis Waddoups 3:13 PM on July 16, 2012
I think that's a dangerous road to travel down. Most people get angry enough when they get phone calls from telemarketers. I think it would drive people insane if they were receiving text messages all day from companies trying to advertise.
Kevin Ekmark 4:34 PM on July 17, 2012
I completely, 100% agree with Elizabeth Kraus up top. Business owners need to think over implementing an SMS program into their marketing strategy. Personally, I can't stand it when I get a text from a brand. It's almost worse than receiving a call from telemarketers at dinner, because I can't just let it ring.
Shravan 2:09 AM on July 20, 2012
Its not just the metrics that matter. Its the context that matters when it comes to Marketing Communication. Consumers mindset and response towards text msgs if different from that of social media communication. The objectives are different. Some people like a brand's page in FB just to show off that he/she likes it. If some of ur friends show some interest in a brand or an activity in FB you tend to find abt it too. There is a little scope of such things to happen in txt messaging. However,it would be great if Marketers come out with a proper way of communication through txt messages which fits into its dynamics to leverage the above said metrics..
Sara 6:17 AM on July 20, 2012
I agree with Elizabeth that it needs to be opt-in. In Canada the Canadian Wireless Telecommunications Association, and in the US the CTIA, work with the wireless carriers to impose strict regulations around shortcode texting, which is used in text marketing campaigns.
Shortcode texting allows marketers to create keywords and shortcodes and invite people to text their keyword to a shortcode (5 or 6 digit number) to opt-in.
As far as whether consumers actually want this, according to research they do...the CWTA found this year that 32% of Canadians are interested in "a service that would send information or coupons to their cell phone based on where they are at the time". 1 in 10 are interested in receiving coupons to their cell phone in exchange for occasional ads.