Magazine article Marketing

Opinion: Marketing Society - SMS Enters New Growth Phase

Magazine article Marketing

Opinion: Marketing Society - SMS Enters New Growth Phase

Article excerpt

With more than 100m text messages sent in the UK each day, it is hard to see the SMS phenomenon dying down. Among 15- to 24-year-olds, 48% prefer SMS to any other form of written communication, compared with 28% who favour email, and 20% who opt for online instant messaging, according to the IPA Touchpoints survey 2006.

It is not just about teens. SMS accounts for 36% of total written communication for women, compared with 23% for men. It is a way of life. We chat, argue, flirt and ditch one another via text. It is an easy, intimate communication channel, the ultimate 'me' medium.

No surprises, then, to see SMS causing a commotion in the heads and hearts of progressive marketing directors. The medium is not new, but its applications are more prevalent than ever. SMS is startlingly obvious and easy to implement, and it offers unmatched ROI evaluation.

The next growth phase for SMS will be very delicate. Today, an estimated 95% of text messages are opened, compared with 25% of emails, according to the Internet Advertising Bureau. Whether you want a text reminder that your flight has been cancelled, so you can stay in bed or extend your meeting, or find a safe ride home via your phone, using location-based software, mobile is weaving its way into more areas of people's lives. …

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