Comments on: Four Numbers that Tell Me Why SMS Marketing Is About to Blow Up http://istobe.com/blog/2008/11/10/four-numbers-that-tell-me-why-sms-marketing-is-about-to-blow-up/ Thu, 18 Mar 2010 23:47:08 +0000 http://wordpress.org/?v=2.6 By: Text SMS Marketing http://istobe.com/blog/2008/11/10/four-numbers-that-tell-me-why-sms-marketing-is-about-to-blow-up/#comment-527 Text SMS Marketing Mon, 08 Dec 2008 22:06:02 +0000 http://www.igniteanalytics.com/blog/?p=498#comment-527 Morgan Stewart makes a great point. You definitely have to be cautious when using SMS for marketing purposes. I've grown used to spam email, and my email blocks most of it anyway. But spam text: that makes me mad. Considering that many people still have to pay on a per text basis, you stand the chance to anger your target market really quickly if you're not careful. Morgan Stewart makes a great point. You definitely have to be cautious when using SMS for marketing purposes. I’ve grown used to spam email, and my email blocks most of it anyway. But spam text: that makes me mad. Considering that many people still have to pay on a per text basis, you stand the chance to anger your target market really quickly if you’re not careful.

]]> By: Morgan Stewart http://istobe.com/blog/2008/11/10/four-numbers-that-tell-me-why-sms-marketing-is-about-to-blow-up/#comment-317 Morgan Stewart Wed, 12 Nov 2008 15:58:08 +0000 http://www.igniteanalytics.com/blog/?p=498#comment-317 While I agree that companies that begin experimenting with SMS have an early mover advantage, it is important to note that the 42% figure you quote from our research reflects a preference for written communication between friends. When asked about preferences for receiving opt-in promotional offers, only 1% of Millennials said SMS was their channel of choice. Millennials have distinct preferences for how they want different entities to communicate with them. They leverage different channels for different things. Even though teens and young adults are gravitating toward SMS and social networks for personal communication, 62% of teens (15-17) and 73% of those between 18 and 24 still prefer email for promotional messages. Urgent messages, such as Fraud Detection Alerts, are a different matter. Email is still the channel of choice for the majority of consumers, but it 9% of Millenials want a text messages. Yes, offer SMS as a choice, but proceed with caution. This group of consumers is SPAM-savvy and vocal. They will blog, Twitter, and tell their friends if you cross the line--especially in SMS, which is generally considered a very personal channel. Morgan Stewart Director, Research and Strategy, ExactTarget While I agree that companies that begin experimenting with SMS have an early mover advantage, it is important to note that the 42% figure you quote from our research reflects a preference for written communication between friends. When asked about preferences for receiving opt-in promotional offers, only 1% of Millennials said SMS was their channel of choice.

Millennials have distinct preferences for how they want different entities to communicate with them. They leverage different channels for different things. Even though teens and young adults are gravitating toward SMS and social networks for personal communication, 62% of teens (15-17) and 73% of those between 18 and 24 still prefer email for promotional messages. Urgent messages, such as Fraud Detection Alerts, are a different matter. Email is still the channel of choice for the majority of consumers, but it 9% of Millenials want a text messages.

Yes, offer SMS as a choice, but proceed with caution. This group of consumers is SPAM-savvy and vocal. They will blog, Twitter, and tell their friends if you cross the line–especially in SMS, which is generally considered a very personal channel.

Morgan Stewart
Director, Research and Strategy, ExactTarget

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