Did you know that 94.5 billion text messages were sent in the U.S. between January and June of this year? I’m fully aware how heavily text messaging is used, but I was very surprised to find out that nearly one hundred billion text messages flew across this country in just half a year. What’s more is that several text messaging records were set-648 million messages sent in one day and 42 million messages in one hour.
With cell phones getting quite the workout, it’s not surprising that more companies are turning to mobile marketing to reach consumers. Many people probably don’t even realize that cell phones are a large part of marketing strategies. All they know is that it’s fun to text to vote for a favorite American Idol contestant, or to try to win $10,000 from Deal or No Deal… Sure, these things are fun, but it’s a goldmine worth of research.
There are plenty of reasons why companies choose mobile marketing:
- Direct communication with the customer. Think about it, cell phones go wherever the customer goes. It just makes sense to reach them through an accessory that is literally attached at the hip.
- Potential for viral marketing and buzz. Like e-mail, text messages are easily forwarded to others.
- Instantaneous communication. Sure, you can send someone an e-mail, but are they going to check it right away? It’s a safe bet that customers will quickly check their phone when a text arrives.
- Cost-effectiveness. Instead of personalizing e-mails or letters, a general message can be distributed to thousands.
- Highly targeted. By selecting certain area or zip codes, marketers can be highly selective in terms of demographics.
And, of course, the other side of the coin-mobile marketing disadvantages:
- Highly intrusive. If someone didn’t ask to receive an advertisement via text, it could kind of piss them off. People get frustrated when they receive an unwanted e-mail-think about reaching them somewhere even more personal.
- Limited message. How much information can you really fit into a text? Not much. Instantaneous communication, but very limited.
- Different carriers, different phones. Perhaps the message doesn’t show up exactly as planned. This can be especially challenging to companies just embarking on mobile marketing.
Disadvantages aside, mobile marketing is growing. Why? Here’s your answer: “Number of cell phone subscribers to hit 4 billion this year, UN says”
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Currently listening to: “Can’t Take My Eyes Off You” by Lady Antebellum (Lady Antebellum, 2008)
