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SMS is still the most prevalent messaging service

Article sourced from www.mobilemarketingmagazine.com

With 61% of respondents stating they own a smartphone today, 91% of this demographic reported using SMS regularly, despite having the ability to access different OTT/IM messaging services on their device.

The follow results where found from a survey on 1,000 mobile US device users:

  • 65% of the most prolific SMS users stated they needed SMS today with 45% of these saying they would be lost without it – even though they have easy access to OTT/IM services on a smartphone.
  • Reliance on SMS was particularly high among younger users aged 18-25 (79%).
  • When asked about preference of SMS over OTT/IM messaging services, smartphone owners said the main reasons for using SMS were core service capabilities, including speed of delivery (47%), reach (43%) and reliability (38%).

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SMS marketing gives campaigns that added power

Article sourced from; ‘Mobile Marketing Magazine’

As the mobile industry comes of age and becomes more sophisticated, it’s widely predicted that more companies will choose to spend a larger percentage of their marketing budget on mobile advertising and applications. At this point, the benefits of SMS become clear; campaigns need to leverage the power and reach of SMS, using it to support their overall marketing strategies, using messaging as the main means of driving customers to the internet.

This view was echoed by some of the world’s biggest brands at the latest Mobile Marketing Association Forum in Singapore. Gavin Mehrotra, director of International media for the Coca-Cola Company, started his presentation stating categorically that: “SMS is the number 1 priority at Coca-Cola in mobile” and that you need it to reach just about every person on the planet. That’s quite a statement from someone working for probably the best-known brand in the world.

We also know that SMS gives a campaign the added power to communicate with your target customer and build on the relationship you have with them, based on permission and trust. Adding SMS to a campaign allows consumers to text for more information, so the follow-up is able to become more targeted; we have seen this work in every sector.

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