Marketers See Growing Value in SMS and MMS

Marketers are eager to connect with consumers in the mobile space and are investing heavily in their apps. But consumers are likely to engage with a limited number of apps and this tendency may leave marketers unable to textmessagereach shoppers with their important promotions. A more successful strategy may be to use an old-​fashioned app that all consumers have on their phones – texting. Whether it’s short message service (SMS) or multimedia messaging service (MMS), consumers look at these communications according to a recent Mashable article.

SMS has been around for a long time and is subject to a 160-​character limit. All smartphone and feature phones can handle SMS. The newer MMS format has no character limit. However, not all phones can display the media-​rich content contained in these messages so they sometimes have to be viewed in a browser. Several venture-​funded start-​ups, including Iris Mobile, Mogreet, Vehicle and ePrize, are moving into this space to help marketers serve up MMS messages to consumers.

Consumers are showing more interest in MMS with 74 billion messages sent last year. Mobile service providers love this trend because these messages boost revenue which has been falling as consumers do less actual talking on their phones.

About 38% of  marketers, including major brands, are using MMS or SMS as part of their mobile advertising tactics. Many businesses believe that consumers pay more attention to these messages than traditional email but no good study on this topic exists yet. Marketers face other challenges when using messaging services. These range from the difficulty of getting consumers to opt in  by giving up their mobile numbers and a general lack of feedback about open rates.

However, some marketers see messaging as a fun way to connect with clients, especially when they might be offering a limited time promotion. Have you had a good experience using SMS or MMS to reach your customers?

 

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.