Embracing the Reality of Mobile

Today, most marketers use email, direct mail, TV, and radio in their marketing strategies.  Despite the increasingly popularity of mobile use, marketers are still slow to implement mobile in their marketing campaigns, specifically, mobile text messaging.  Some believe this is because marketers have not embraced this reality that we live in a mobile society.

The astonishing part is that we have lived in a mobile society for quite some time now.  Back in 2009, an article in the New York Times stated, “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” (via business insider).  Although we have known about the power of text messaging in marketing for over four years now, marketers are still hesitant (via business insider).

Now is the time for marketers who have not implemented a mobile strategy, to do so.  People between the ages of 14 and 18 send an average of 60 text messages a day (via mobile commerce daily).  This generation of tech savvy teens is starting to develop purchasing power and the best way for brands to reach them will be through text messaging.  Juniper Research has predicted that by 2016, business-to-consumer SMS market will overtake person-to-person texting (via mobile commerce daily).  Over the next couple years, the popularity of SMS will continue to rise and dominate mobile marketing.  Research has also shown that while 66 percent of consumers would like to receive offers from their mobile devices, only 23 percent have actually received an offer on their phone.  It is evident text message marketing is a crucial component to a brand’s marketing mix and will continue to be in the future (via mobile commerce daily).



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