Back in March of this year I wrote an article for Forbes entitled Pulling Back The Curtain On Text Message Mobile Marketing. In the article I made reference to a conversation I had with James Citron, the former CEO of Mogreet and current CMO of payvia.
He told me that even as mobile marketing explodes all around us, “many marketers have yet to embrace this new reality.”
I was none too surprised to hear this as it never ceases to amaze me just how many marketers/brands/businesses still have not woken up to the fact that ours is a mobile society. Case in point: According to a recent Econsultancy report 55% of businesses now have a mobile optimized website.
The good folks at Econsultancy spin this as a positive whereas I look at it as a negative - a big negative for it means that 45% of businesses still do NOT have a mobile optimized website.
Don't know about you but to me that is simply unacceptable.
But I digress.
Across the pond
In the same aforementioned article, I also included the following quote which was gleaned from a New York Times article:
“Mobile text messaging, the same 160-character dispatches first popularized by nimble-fingered teenagers, may be the closest thing in the information-overloaded digital marketing world to a guaranteed read.”
Oh yeah, that quote came from a 2009 New York Times article meaning "this" AKA mobile marketing, is not something that brands should just now be waking up to.
And if you're a brand that does business in the U.K., you will absolutely want to factor in SMS as part of your mobile marketing and mobile advertising strategies.
From a recent eMarketer article:
That is a very telling statistic as SMS comes out on top, coming in higher than social media, email and even using their camera on their phone.
Truth be told, you will see the same type of data coming from U.S. consumers as we Americans love to text as much as our friends in the U.K. do with either SMS or taking photos coming out on top of the list, depending on what source you look at.
From the Pew Research Center’s Internet & American Life Project from 2012:
And from comScore via eMarketer from earlier this year:
Text is not a four-letter word - oh wait it is
"...still it appears as if marketers would rather plan a campaign using Morse Code than do anything related to mobile and in particular, text message marketing."
That line is from the aforementioned Pulling Back The Curtain On Text Message Mobile Marketing and I am curious if those same marketers would have the same apathy or fear or both toward text messaging mobile marketing after they saw this infographic courtesy of SlickText.com, which shows that, among other things, 98% of text messages are read and 75% of consumers prefer to receive ads vis SMS/text.