The MobileX conference hit Chicago a few weeks ago. One of our favorite sessions was a fascinating discussion about Text Message Marketing provided by our friends at Recess Mobile. (www.recessmobile.com/blog, or follow them on Twitter at @recessapp.)
Text messaging is one of the most popular, and least understood, of all new media platforms. Its technical name, SMS (Short Message System), is an international standard for conveying short form data up to 160 characters in length. Today, it’s as much a part of phone technology as voice ever was. Here are five concepts every marketer should know to get up to speed on SMS.
SMS is Everywhere
Currently, 98% of all cellular phones in the USA can handle SMS messaging. Industry experts expect that number to rise to 100% by 2013. These hefty adoption rates exceed radio, television, and home video. By comparison, even with all the buzz around smartphone technology like the Apple App Store, their use lags behind. Only 10% percent of SMS enabled phones are smartphones; even less in suburban and rural areas.
SMS is a Great Return on Investment
SMS packages are among the most economical of all media buys, typically starting in the hundreds of dollars range. Consumers, too, see texting as a bargain. Even in the most basic of cellular plans, a text costs only cents. With such low barriers to entry, text messages deliver incredible returns to both sides. It’s not unusual for SMS campaigns to ring in return rates over 40% – extraordinary by either print or digital standards.
SMS is Truly International
As ubiquitous as text messaging is in the U.S., we still lag behind most industrialized nations in mobile technology adoption. In developing nations, SMS is a lifeline for communication and commerce. Development of phone infrastructure proceeds at a far more rapid pace in these countries than it does here. Imagine one cellular tower providing constant contact for miles. There are countries that may never know the sound of a dial tone.
SMS is Personal
Most Americans now carry with them three basic essentials – a wallet, keys, and a phone. How would you feel if a marketer could materialize coupons inside your wallet? Imagine looking down to discover someone has added tags to your key ring! The privacy element of SMS is a vital. Build campaigns with quick opt-in and opt-out technology. Remember that texting is most commonly used for personal communication between friends and family. Don’t spam!
SMS is Versatile
With new platforms being developed every day, the next generation of SMS technology is at hand. Charity: texting relief to Haiti has become part of our national conscience and has raised funds in the millions of dollars. Convenience: services like AntiTow send SMS reminders inform car owners when street sweepers are approaching their parking space, providing advance notice to move a car and avoid a tow. Health: third world countries now use SMS verification systems to confirm the authenticity of pharmaceutical drugs, defeating counterfeits and saving lives.
SMS is limited only by developer’s imaginations, and, of course, 160 characters.