Direct Text Marketing

Direct Text Marketing is a form of marketing. This includes using a medium which involves text messaging over a mobile device and can be done from a mobile phone or in bulk using an SMS Aggregator and distributor online. Some businesses provide the entire service including creating the messages and sending them via an aggregator on behalf of a business. Today, Direct Text Marketing has been subsumed under mobile marketing, which include rich media embedded into the marketing messages as well as those messages sent via mobile applications besides SMS.[1]

Advantages

Companies and businesses can benefit from using this form of modern marketing by sending either promotional content, reminders or discount coupons via text format directly to individuals via their personal mobile phones or PDAs. This is encouraged because of the relatively low cost entailed. There are even observers who note that it allows companies to have lower impact on the environment because they are no longer using paper for their direct mails.[2] The fundamental value is that the target audience is often compelled to open the text messages that arrive in their inbox. In a study in the United Kingdom, for instance, an overwhelming 81 percent opened and read text messages sent for the purpose of direct marketing.[3] There are numerous possibilities for direct text marketing and these could include customer services, alerts, CRM, communication - a two-way direct response mechanism, brand bonding, and event ticketing, among others.[4]

Disadvantages

Since mobile phones or PDAs are very personal technologies, you'd think text spamming is usually out of the question. Yet, "57% of adults with cell phones have received unwanted or spam text messages on their phone."[5] Services of sending promotional or coupon discounts are usually an opt-in service, which means a business cannot send any content to an individual's mobile device unless requested by the individual who owns the mobile device.[6] Nevertheless, interference is still considered as a disadvantage, particularly with respect to the impact of timeliness, relevance, appropriateness of the messages in addition to information overload.[7]

"82% of American adults own a cell phone, Blackberry, iPhone or other device that is also a cell phone."[5]

"Texting by adults has increased over the past 9 months from 65% of adults sending and receiving texts in September 2009 to 72% texting in May 2010. Still, adults do not send nearly the same number of texts per day as teens ages 12-17, who send and receive, on average, 5 times more texts per day than adult texters."[5]

In Australia, receivers of text messages for promotional purposes must opt-in.

Notes

  1. ↑ Sezgin, Erkan (2016). e-Consumers in the Era of New Tourism. Berlin: Springer. p. 21. ISBN 9789811000850.
  2. ↑ Zarei, Ehsan (2013). Marketing For Driving Instructor. DMA4U Publishing. p. 49. ISBN 9781291724257.
  3. ↑ Information Resources Management Association (2015). Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications: Concepts, Methodologies, Tools, and Applications. Hershey, PA: IGI Global. p. 10. ISBN 9781466673571.
  4. ↑ Mullin, Roddy (2002). Direct Marketing: A Step-by-step Guide to Effective Planning and Targeting. London: Kogan Page Publishers. p. 66. ISBN 0749436778.
  5. 1 2 3 Lenhart, Amanda (September 2, 2010). "Cell phones and American adults Pew Internet & American Life Project". pewinternet.org. Retrieved July 27, 2011.
  6. ↑ Moore, Karl; Pareek, Niketh (2010). Marketing: The Basics. London: Routledge. p. 173. ISBN 0203870344.
  7. ↑ Information Resources Management Association, p. 10.
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