Consumers Warming to Mobile Marketing

Consumers are using their mobile devices for everything from talking to texting to shopping.  As a result, marketers are set to make mobile their textmessagetop priority this year. But, they should know that less is more when it comes to connecting with customers in this format, especially for mobile phones.

In their new Digital Marketer report, Experian analysts point out that traditional text messaging, done right, can deliver solid results for marketers. Nearly 100% of mobile phone owners use the devices to talk while about 60% use them for texting. Only 30% of owners use these devices for email. The number of texting occasions each month far exceeds the number of calls.  The typical 18 to 24 year old makes only 119 calls a month on their mobile phones but initiates 2,022 text messages. Given the broad acceptance of text messaging, Experian analysts believe the future is still bright for marketers who want to engage consumers in this format. Because mobile users carry their devices everywhere, marketers can be confident that their messages are getting through. The strength of the format is its simplicity and brevity. This means marketers should follow a few simple guidelines to be sure their campaigns succeed:

  • Keep their messages to under 160 characters
  • Make an offer that requires immediate action
  • Use direct and memorable keywords to engage the target

Consumers are most likely to say they find mobile ads helpful  when the messages include an offer or information that is personally relevant:

  • Messages with coupons/​discounts 58%
  • Messages sent from businesses with permission 54%
  • Message for sales/​promotions 49%
  • Ads for nearby businesses 40%

Have you had success designing SMS text messaging campaigns for your business or your clients?

[Source: The 2013 Digital Marketer. Experian​.com. 2013. Web. 3 Apr. 2013] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.