Punch Kick Interactive posted some interesting stats on the topic:
- Approximately 1.8 billion people are actively texting today
- Globally, twice as many people use SMS than have email
- While 65% of e-mail is spam, less than 10% of SMS is spam
- 19% of users text professional colleagues
- 62% text message to communicate with friends or partners
Why is only 10% of SMS SPAM?
Why text message marketing is ineffective comes down to basic consumer behaviour. Casual communication implies a level of control. A mobile phone is very personal, it represents who we are, it is our voice to use and as such is very personal. Marketers that send unsolicited marketing information to our phones fail to grasp this distinction. Much like the night club example, I don't want to be told where to go before I am seeking a destination. A mobile phone facilitates me asking the question when it is relevant.
Positive application of mobile marketing
Several years ago I was fortunate enough to get to know Peter Wagstaff, one of the best lecturers I have ever met. What made Peter stand out, was that he questioned how University professors communicated with their students and put in place a number of interactive channels to better that. Most relevant was his use of mobile technology. He would put his mobile number on the screen and ask students to text him any questions they were not prepared to put their hands up to ask. Either in the class or in his own time, he would craft a response to help them better understand.
Another example occurred as I was writing this blog. I logged onto Commonwealth bank to transfer some money to my hockey club. Before the bank would release the funds, they sent a text to my phone. A code inside the text is required before the transaction is completed. For me, that is value added service. It is not attracting more business, but it is keeping mine. As a contrast to this story, a friend of mine called Brent had his account key logged and all his money stolen...simple technology, good application.
Josh's opinion
Unsolicited material should at the very least have a national 'opt out' register. To send unsolicited advertising to someones mobile phone is not just annoying, it is invasive.
Mobile's are however a way of life, a communication medium that we use day in day out to deal with most every problem. Above is a funny little clip about mobile dating, which is filled with little truths about ourselves and the world we live in. Hope you enjoy.
Sam's Opinion
Mobile marketing is going to blossom with the addittion of more aqdvanced technology and internet connectivity. Tickyes blog points out the new Loopt system that allows Apple I-phone users to locate other users near them through it's advanced GPS system. Social media like this allows you to see how far away your friends are, post blogs, blog pictures and a range of more advanced web 2.0 applications. The future sure does look interesting for mobile marketing.
I wonder if marketers will work out mobile advertising?
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