Comments on: The Beginning of SSPs: SMS Finally Getting the Email Treatment http://istobe.com/blog/2008/12/15/the-beginning-of-ssps-sms-finally-getting-the-email-treatment/ Thu, 09 Sep 2010 12:13:56 +0000 http://wordpress.org/?v=2.6 By: SMS Marketing: Double Opt-In Explained http://istobe.com/blog/2008/12/15/the-beginning-of-ssps-sms-finally-getting-the-email-treatment/#comment-2470 SMS Marketing: Double Opt-In Explained Tue, 20 Jan 2009 04:18:15 +0000 http://istobe.com/blog/?p=589#comment-2470 [...] as my blog posts such as Mobile Marketing - Five Steps to Start the Art and Master Targeted SMS and The Beginning of SSPs: SMS Finally Getting the Email Treatment attest. So I talk about it a lot as a great, new channel, even if only used as a higher form of [...] [...] as my blog posts such as Mobile Marketing - Five Steps to Start the Art and Master Targeted SMS and The Beginning of SSPs: SMS Finally Getting the Email Treatment attest. So I talk about it a lot as a great, new channel, even if only used as a higher form of [...]

]]> By: R. J. Talyor http://istobe.com/blog/2008/12/15/the-beginning-of-ssps-sms-finally-getting-the-email-treatment/#comment-558 R. J. Talyor Wed, 17 Dec 2008 18:53:37 +0000 http://istobe.com/blog/?p=589#comment-558 ExactTarget has offered SMS as a part of our one-to-one digital marketing platform for about a year and a half. Permission-based marketers with urgent or portable communications are using ExactTarget SMS alongside their email, voice and landing pages programs. ExactTarget has offered SMS as a part of our one-to-one digital marketing platform for about a year and a half. Permission-based marketers with urgent or portable communications are using ExactTarget SMS alongside their email, voice and landing pages programs.

]]> By: ExactTarget in the SMS Biz After All http://istobe.com/blog/2008/12/15/the-beginning-of-ssps-sms-finally-getting-the-email-treatment/#comment-556 ExactTarget in the SMS Biz After All Wed, 17 Dec 2008 18:17:28 +0000 http://istobe.com/blog/?p=589#comment-556 [...] pontificated Monday on what we perceived as the reluctnace of the big Email Service Providers to hop aboard the [...] [...] pontificated Monday on what we perceived as the reluctnace of the big Email Service Providers to hop aboard the [...]

]]> By: Morgan Stewart http://istobe.com/blog/2008/12/15/the-beginning-of-ssps-sms-finally-getting-the-email-treatment/#comment-555 Morgan Stewart Tue, 16 Dec 2008 23:10:14 +0000 http://istobe.com/blog/?p=589#comment-555 Thanks for mentioning the study and addressing the area of emerging channels. I would like to clarify a couple things that I believe are incorrect in your assessment. First, ExactTarget absolutely believes in the power of SMS. We announced the integration of SMS into our application over a year ago (http://email.exacttarget.com/Company/Press/Detail/Default.aspx?id=934). The research you mention on channel preferences stemmed from this announcement as a way to inform our clients, and the industry at large, about how consumers wisely incorporate this new channel into an overall marketing strategy. Most customers simply feel that advertising via SMS and Social Networks is intrusive. That does not mean they are off limits. In fact, we recently released a "Field Guide to SMS" (http://email.exacttarget.com/Resources/Whitepapers/ExactTarget_Field_Guide_SMS.html) that outlines how to use SMS in a way that engages, instead of angers, subscribers. We believe there are similar opportunities in the Social Media space, but the grim reality is that if we think of SMS or Social Networks simply as new direct marketing channels through which we can send our marketing messages, your customers will quickly despise these messages and the brands that send them. I encourage you and your readers to take a look at the report on Channel Preferences that demonstrates why "preferred communication channels" are not synonymous with "preferred marketing channels". (http://email.exacttarget.com/Resources/Whitepaper/2008_Channel_Preference_Survey.html) Thanks again. I hope the context helps clarify this. Morgan Stewart ExactTarget Director, Research & Strategy Thanks for mentioning the study and addressing the area of emerging channels. I would like to clarify a couple things that I believe are incorrect in your assessment. First, ExactTarget absolutely believes in the power of SMS. We announced the integration of SMS into our application over a year ago (http://email.exacttarget.com/Company/Press/Detail/Default.aspx?id=934). The research you mention on channel preferences stemmed from this announcement as a way to inform our clients, and the industry at large, about how consumers wisely incorporate this new channel into an overall marketing strategy.

Most customers simply feel that advertising via SMS and Social Networks is intrusive. That does not mean they are off limits. In fact, we recently released a “Field Guide to SMS” (http://email.exacttarget.com/Resources/Whitepapers/ExactTarget_Field_Guide_SMS.html) that outlines how to use SMS in a way that engages, instead of angers, subscribers. We believe there are similar opportunities in the Social Media space, but the grim reality is that if we think of SMS or Social Networks simply as new direct marketing channels through which we can send our marketing messages, your customers will quickly despise these messages and the brands that send them.

I encourage you and your readers to take a look at the report on Channel Preferences that demonstrates why “preferred communication channels” are not synonymous with “preferred marketing channels”. (http://email.exacttarget.com/Resources/Whitepaper/2008_Channel_Preference_Survey.html)

Thanks again. I hope the context helps clarify this.

Morgan Stewart
ExactTarget
Director, Research & Strategy

]]>