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BizReport : Mobile Marketing : August 28, 2012

British businesses unaware of high response and open rates of SMS messaging

Mobile now plays a significant role in marketing, communication and sales, yet a recent survey in the UK found that the vast majority of businesses aren't aware of the high consumer response and open rates of SMS.

by Helen Leggatt

textlocal logo.jpgWhen TextLocal surveyed 600 firms in the UK, they found a worrying lack of understanding of the benefits of using SMS within the marketing mix.

The findings, revealed in the "Great British Mobile Marketing" report (.pdf), show that a whopping 86% of businesses weren't aware of the high consumer response rates of SMS. SMS response rates typically range from 15% to 30% compared to 5% for email and 2.61% for direct mail.

Furthermore, three-quarters of respondents didn't know that 97.5% of text messages were usually read within five seconds (Ofcom).

However, over two-thirds (67%) of business owners said they preferred mobile messaging and the mobile Web to mobile apps, and two-thirds said they found SMS more effective than email.

So why aren't businesses using SMS more in their marketing efforts?

According to TextLocal, "The problem for many businesses is understanding what mobile entails, how complex and versatile it can be, and how it can be used to target audiences en mass. SMS has moved on, and it can now incorporate rich media. No longer are you limited to 160 characters of text. The ubiquity of smartphone technology and the public's familiarity with tiny links on social media platforms means that mobile messaging can be used as a trigger to link to the bigger picture."

Tags: B2B, mobile marketing, mobile messaging, SMS, survey, UK

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