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Text Messages Rule Mobile Ads

Simple ad formats reaching the widest audience

Mobile advertising has been the next big thing for a while now. But although text messaging is popular among young adults, the 160-character format has yet to become a mass influencer.

Still, consumers who respond to mobile ads are most likely to engage with text messages, according to a survey of mobile users ages 15 and older in the US by the Direct Marketing Association (DMA). Seven out of 10 respondents to the DMA's "Mobile Marketing: Consumer Perspectives" study who had acted on mobile ads said that text messages for a product or service had prompted their actions.

That was more than three times as many as responded to a mobile Web offer or coupon.

But even text messaging is not about to replace other marketing mainstays such as e-mail or direct mail. In fact, only 1% of US Internet users surveyed in February 2008 by ExactTarget picked text messaging as their channel of choice for opt-in communications. Instead, the medium is better-suited for targeting specific audiences, and as part of multichannel campaigns.

Read more - eMarketer

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