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BizReport : Mobile Marketing : July 23, 2008

DMA: Text message campaigns most successful

Text message promotions are the most successful mobile marketing campaigns, found the Direct Marketing Association in its first ever quantitative research into the medium.

by Helen Leggatt

dma%20report%20mobile%20image.JPGIt’s good to talk, but the second most popular activity on a mobile phone is text messaging. It also happens to be the most successful mobile advertising medium, according to a recently released report by the DMA. Of the 800 U.S. mobile phone users surveyed, 70% said they had responded to a marketing text message whereas just 41% had responded to a survey and 30% to email offers.

Why might this be? Perhaps because marketing messages aren’t competing with the huge amounts of spam being experienced by email users. Recent research found that just 10% of mobile text messages are spam, compared with 65% for email, making each message more visible and, often, more relevant.

In addition, mobile phones are usually turned on and are to hand, which could explain why the average time it takes for a text message to be read is just 15 minutes.

The category that attracted the biggest response by far was for entertainment/music/video products with 44% of users responding. Twenty-one percent responded to food and beverage offers, 15% to beauty products, 12% to consumer electronics and 12% to travel, found the DMA's research.

Tags: marketing campaign, mobile marketing, text messaging

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