Texts From Bae and Brand — SMS Marketing Coming of Age
Mobile SMS marketing will come into its own when digital natives enter their prime spending years, pulling in budget from the two-thirds of marketers who don’t use the tactic, predicts Target Marketing research.
The “Marketing Mix Trends 2010-2016” started counting marketer spend on the tactic in 2011, when about a third of marketers were investing in texting customers.
The challenge here is marketers need to get consumers to opt into this marketing — and marketers worry that consumers see this as their personal space, says Target Marketing’s analysis of six years of “Media Usage Survey” data. The “Mobile SMS” section is part of a benchmarking of marketing media channels, technology and tactics included in the Target Marketing/NAPCO Research study. Both Target Marketing and NAPCO Research are NAPCO Media brands.
Mobile SMS Marketing
Below, please find an excerpt from “Marketing Mix Trends 2010-2016.”
The biggest hurdle to this medium is that it requires prospects and customers to give up a seemingly personal piece of information — their mobile phone numbers. Given the proximity mobile devices usually have to their owners, and the fact that SMS messages interrupt with more immediacy than, say, anemail, consumers have been somewhat wary about permitting contact through this channel.
The good news is that, as digital natives age into their prime spending years, the psychological barrier to surrendering this information should fall. Marketers certainly seem to be betting this will be so:
In 2016, roughly one in five marketers, consistent with years past, increased their use of this medium, while only a negligible amount pulled back. The growth opportunity will be among the two-thirds of marketers who don’t use this channel at all.
Related story: 33% Don’t Use Mobile Marketing