Marketers aren’t really looking at text yet
Fascinating post about (US) mobile marketing…
Link: Marketers Still Cold To SMS Ads | WebProNews
When marketers were asked what would make them spend more on mobile sites and other emerging media, most of the respondents in the Forrester study said “proof of use”.
While mobile phones are widely used, marketers are not embracing sending ads to all of them, according to eMarketer Mobile Analyst John du Pre Gauntt.
“Mobile marketing/advertising draws passionate viewpoints, both pro and con,” says Mr. Gauntt, “ranging from those who want it to jumpstart a sluggish mobile content and data market, to those who want to protect mobile from the marketing cacophony that infests every other media platform.”
There are quite a lot of companies working in this space to really try and help marketers recognise and gain from the benefits. Think qtags.com for example.
It’s a bit of a shame, because, really, text marketing can be extremely useful — as the post goes on to discuss:
Marketers that do reach out to consumers have interesting results. A Dunkin Donuts-sponsored mobile campaign in Boston used SMS mobile coupons for new latte drinks.
The campaign saw a 4 percent click-through rate and a 21 percent increase in store traffic from customers cashing in their coupons.
Got a perspective?
Interesting article.
What we’re finding is that once they understand how SMS based mobile marketing works, the marketer embraces the technology.
The opt-in nature, and personal delivery of messages make it so much more effective than email and other forms of marketing.
The issue appears to be educating the market about the benefits of the technology. The fact that only “13%” of marketers relied on text messaging does not mean that the rest don’t want to use this channel. They just don’t know about it, or realize how easy it could be to integrate into the mix.
Posted by Greg Harris on April 4th, 2007 at 2:10 pm.[...] Thanks to SMS Text News for pointing out this article. [...]
Posted by » Only 13% of Interactive Marketers used SMS? And That’s a Bad Thing? on April 10th, 2007 at 6:23 pm.