By David Dorf on Mar 03, 2010
I text on my phone on rare occasions, usually when I need an immediate response like, "where are you?" It seems like a crude way to do advertising, unless its contextual as in the case of Placecast and the like. But its one advantage is that every mobile phone supports SMS/texting, so it has maximum customer reach.The NRF Blog is reporting two successful SMS campaigns for Ashley Furniture and Planet Funk claiming huge paybacks. On a small scale, this is quite believable, but I wonder if campaigns are scalable and sustainable. That first coupon for a "secret sale" might be enticing, but will the 5th one also have such pull?
It seems to me that SMS is all about immediacy, so text me if I need to act in the next few hours. If I'm walking toward your store, text me a coupon. If your super sale is ending today, text me a reminder. If a storm is coming and I need to stock up, text me suggestions. But don't use SMS when email or snail mail works just as well.
But I understand there are people out there that hardly touch email and only separate from their phones to shower. So I suppose that demographic will better appreciate these efforts.