Should we be surprised? I certainly am.
Even though I’m ‘in the business’, it doesn’t mean that I agree or like all aspects of marketing. Using SMS, or more commonly known as Txt messaging, to send mostly ‘unsolicited’ Ads directly to phones feels way too intrusive to me as a professional marketer. I have four mobile phones in my household and three of them are on some type of ‘limited’ text message amount per month. Sending Ads to those phones either uses them up, or costs us money. Plus, I generally take a negative attitude toward companies that have been sending me those unsolicited.
Apparently…I’m NOT the norm.
Direct Marketing Association just released a report which they tout as the “First Ever Consumer Survey” that explores mobile phone marketing. The full report runs hundreds of dollars, but this synopsis of much of it is available and very revealing.
What is most surprising? 24% of those surveyed have responded to a mobile offer AND 21% of THOSE people respond to three or more offers PER MONTH. For this survey, that amounts to 40 out of 800, or 5%.
Five Percent probably doesn’t seem like a big number to most people, but when decades-old traditional methods, ALONG WITH typical online Click Through Rates assume 2% is “a good average”, this medium is 2.5 times more effective than any other direct marketing methods, be it online or offline.
Plus, people earning more than $60K annually were more likely to respond to mobile offers than folks below that amount. Therefore, you not only enjoy a more effective response, or click-through rate, you should also see a higher conversion rate, due to their higher discretionary funds that are available to purchase.
While I have been fully expecting ‘in game’ advertising, related product promotional offers, mobile display Ads and other less costly/intrusive mobile marketing to take off BIG, I fully expected SMS marketing to somewhat be left behind in the dust.
Looks like my expectations should have been lower. That, as usual, shouldn’t surprise me at all. :-O