In Spring 2004, Fox’s popular reality TV show American Idol teamed up with AT&T to allow viewers to vote by text-messaging their favorite contestant’s number and earning a chance to win an all-expenses paid trip to New York or Beverly Hills with nine of their friends. 7.5 million votes were cast with this system, and the prizes were only available to AT&T Wireless subscribers thus benefiting both parties while simultaneously providing an incentive for viewers to vote.
Text messaging is increasingly catching hold in the marketing industry with far-and-wide companies adopting this ploy to attract customers.
MMA (the Mobile Marketing Association) reports that in 2004, there existed 165 million mobile users and 2.5 billion text messages were sent each month. The US is now the second largest mobile consumer, after China and the figures have since quadrupled.
So what exactly is the advantage of mobile marketing? The mobile is the only truly personal medium – it is always held, and it’s always on which means that it doesn’t face the restriction conventional media like TV, emails/newsletters and print media do.
Currently many mobile marketers make use of the convenient “short codes” which are specialised, unique 5-letter digits consumers use to avail certain offers instead of punching in the standard 10-digits. So if you have a special offer available on your website, you can add in a special message for mobile consumers stating a short code to avail the offer, or become eligible for a draw, avail subsidised coupons or even get a free quote on a service you provide. Due to the fact that that virtually everyone in the US, and at this point, in the world owns a cellphone, the scope for text marketing is enormous.
In order to effectively market your website via text messaging, you must keep the message short and simple but keeping that fun factor present. In the above example, Fox merged text messaging with a conventional media ie the television. By using this method in conjunction with the products you sell, or the information you provide can boost sales and bring traffic to your website.
A simple, eye catching message can lure in a potential client to asking for more information available on your website.
For instance, if you own and operate a travel website, and are offering a subsidised rate on all flights from a certain destination, sending out text messages to consumers in that specific location will bring in revenue and traffic to your website.
Aside from the enormous marketing potential text messaging offers, it’s feasibility and price are far better than its conventional counterparts. The cost per contact for traditional media e.g direct mail is $1 compared to the $0.15 it takes for mobile marketing. Not to mention the fact that buying and sending an SMS is less than the cost of a stamp and there are no production costs which traditional media is prone to. The ROI for mobile marketing is much higher than other mediums, for instance direct mail which incurs the cost of list rental, postage, envelops and printed letters and at the end of the day, not being entirely sure whether or not the message has come across to the intended recipients.
With mobile marketing, you know exactly where the message is going and grants you with better control. Not to mention the fact that your message can be used with your existing website, by offering the consumer a teaser to what you’re selling.
The MMA provides a list of guidelines which it asks all companies engaging in this medium to adhere to:
* Choice: Mobile marketing is only available to those consumers who opt-in to see it.
* Control: Consumers who opt-in must have an easy opt-out option to disengage from any offers.
* Constraints: Consumers must be allowed to set a limit on the amount of messages they receive from a certain corporation.
* Consideration: Consumers must be able to perceive a value in any service offered.
* Confidentiality: Privacy policies must be in place between the carrier and the brand.
* Customisation: Analytical tools will allow marketers to optimise relevance, ROI and message volume to the consumer.
In conclusion, mobile marketing in the form of text messaging boasts enormous potential for existing corporations, start-up businesses and anyone who has creativity and a product to sell just got an easier, efficient, and more personalised advertising platform.
By using this medium effectively, it can not only boost sales but traffic as well driving a host of consumers to your website and products, but be careful not to spam users and always provide an opt-in and opt-out option.
Timing too is an important consideration and messages shouldn’t be arriving in a consumer’s inbox at 12 midnight!
All-in-all, text messaging is fast gaining popularity as something to include in your overall marketing strategy.
Working background in the fields of Information Technology and Computer Science. I’ve worked as a web developer and programmer in the relevant areas of e-commerce, C, Java, PHP, C, ASP, JSP, C. I have also dealt with SEO, Computer Security, multimedia and graphics as well as database development. Currently a Technology Analyst for DotDNA.
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