What do consumers think of SMS Marketing?
In previous articles we’ve talked about the astonishing trends that have been occurring through the use of mobile marketing. It has been shown that more people have access to mobile devices than almost any other form of advanced technology today. With over 6 billion activated mobile phones worldwide generating billions in revenue and growing, it is fairly easy to see why mobile marketing is such a lucrative endeavor. In this article however, we are going to look at some of the consumer statistics that have to do with mobile marketing’s most profitable method, SMS marketing. These statistics are tell-tale signs of what the consumers prefer. In order to market to the masses, it is essential to know what is running through their head about a particular product or service.
SMS vs Other Forms of Mobile Promotion
In 2012, Toluna QuickSurveys conducted a research study within the UK. Their findings were interesting to say the least. The study concluded that of the 30.9 million smartphone users within the UK, 38% of them admitted that they would prefer SMS offers over any other type of mobile web offers. This is a staggering statistic considering that there are many other methods of mobile promotion available, yet SMS seems to be by far the most popular within the UK. This may be due to the overwhelming popularity of SMS usage comparatively to other activities that can be done on a mobile device. In April 2013, Emarketer published an article that clearly outlined what UK mobile owners were spending their time doing on their devices. Out of the 18 activities listed, 45 million people admitted that they spend more time using SMS than anything else on their on their mobile, including talking.
Ok, that’s pretty darn impressive. However, that doesn’t mean that people are actually responding to these SMS messages……does it? Perhaps consumers don’t even want to receive and advertisements via their mobile device? Maybe the only people making money are large corporations with massive budgets to burn through?
What Are The People Saying?
Well according to the data compiled, people WANT to receive adverts via SMS messaging. For instance, 83% of people that have received some form of mobile coupon admitted that they would like to receive at least 2 messages each month advertising relevant goods or services. With the massive amount of mobile users available to target, the amount of prospects are virtually limitless, so 2 a month to a single subscriber is miniscule.
Studies have shown that people are 10 times more likely to redeem coupons that were sent via SMS than newspaper or mail coupons. If you are looking for a method to kick start conversions, the use of mobile coupons is highly suggested as 70% of those polled said that they would actually prefer to receive coupons from relevant businesses.
If you look at the data as a whole, it is almost impossible to deny that SMS is a solid avenue for marketers. Not only are we seeing higher rates of consumer engagement through the use of mobile devices, but the people are actually ASKING to be advertised to. There is not a marketer alive that shouldn’t be seeing visions of money signs flying through their head at the thought of the outstanding potential that SMS marketing possesses.
