Marketers Driving Mobile Engagement with SMS Text Messages

Marketers have been using text messaging for several years now. The format doesn’t get as much textmessage1attention apps or mobile video, but maybe it should. A new study from Millward Brown Digital and mBlox indicates that consumers actually prefer the format over several other kinds of mobile marketing.

This research is based on the opinions of 1,500 consumers in 8 countries. 73% of consumers have received text, or push, messages and 68% say they find value in these communications. These consumers took the following actions:

  • Redeemed an included deal 22%
  • Shared with friends and family 14%
  • Made a purchase 13%

While consumers are open to these messages, 88% want the ability to control opt-​in.  The following percentages of consumers also say they are willing to share only certain kinds of data:

  • Demographic information 59%
  • Location 43%
  • Contact information 26%
  • Browsing history 10%
  • Contacts in address book 5%

SMS/​text messaging can be an effective marketing tool if advertisers reward consumers. At least 59% of shoppers want these messages to contain something of value:

  • Coupon/​deal for a product based on their location 23%
  • General coupon or deal for a brand or product 20%

Researchers find that SMS/​push messaging performs well in comparison to other mobile formats when it comes to convincing consumers to make a purchase:

  • SMS/​push 57%
  • Email marketing 15%
  • Video ad 5%
  • Website ad 3%

This study also found that SMS/​push compares well to TV ads. About 81% of surveyed shoppers say they respond to TV ads while 76% say the same for SMS/​push, especially when the message includes discounts and deals.

Location sharing remains a sensitive topic for merchants and consumers. At least 17% of surveyed consumers state there is never a good reason for share their location. However, 45% want to receive information they have requested and 47% want offers and discounts. Some shoppers also agree that they will send text messages to marketers on occasion. These are perfect opportunities for marketers to strengthen engagement with loyal customers. The top occasions for this type of communication are information requests (58%) and entering a competition (32%).

To learn more about mobile marketing responders, check out the AudienceSCAN report available on the Research Store at ad​-ology​.com.

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.