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6 Myths of Mobile Marketing – Chapter 5

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The last mobile marketing myth was that you need a monster budget to get involved. It was dispatched with the vigour of a Serena Williams forehand. The myth in this chapter is perpetuated by members of the flat earth society.

Only younger people are likely to respond to SMS marketing

That may certainly have been the case in 1997, but now the use of SMS has genuinely spread right across the age bands. Younger folk remain the heaviest texters with the average 16 – 24 year old sending over 10 texts a day. But the oldies are catching up, with SMS becoming the communication channel of choice for many.

The journey that SMS has taken, from being a niche service to being the most popular way of staying in touch, is quite extraordinary. No one would have predicted that such a clunky and limited tool could have such popularity and dogged staying power.

James Thickett, Ofcom’s Director of Research, said: “When texting was first conceived many saw it as nothing more than a niche service. But texts have now surpassed traditional phone calls and meeting face to face as the most frequent way of keeping in touch for UK adults, revolutionising the way we socialise, work and network.”

Amazingly people in the UK sent an average of 200 SMS and MMS messages per month in 2011. The average number of text and picture messages sent per UK inhabitant continued to increase in 2011, growing by 17% to 200 messages per month.

To explore what SMS  marketing can do for your business, you will need to set up a free SMS marketing account. You can test this with free credits provided. Text Marketer operates a simple pay-as-you-go service; there is no contract or set up fee. To give you some ideas, we’ve put together an Inspiration Zone, which is packed with useful e-books, infographics and research. We’ve also got a message depot, which might give you some ideas for your mobile marketing campaigns.

We’re standing by to help you if you need us, you’ll find our details on the contacts page.


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