SMS marketing is now an accepted form of advertising and is viewed much more favourably than direct mail or telesales, according to research by mobile media sales and technology provider, Enpocket.
Permission-based SMS from other sources is viewed less favourably but is still seen as preferential to direct mail and telesales. However, 57% of those yet to experience SMS marketing expressed disapproval at the concept.
“What this research highlights is that as understanding of good wireless marketing increases, so does acceptance,” said Jonathon Linner, CEO of Enpocket. “Consumers appreciate the potential of the medium to deliver marketing communications of value to them.”
“Major media owners, such as the network operators and leading portals, with strong brands and good customer understanding have the opportunity to deliver the most valued and effective mobile marketing,” he concluded.
Acceptance Levels Of Advertising In The UK, By Category | ||
Category | % Finding Acceptable | % Finding Unacceptable |
TV | 68 | 12 |
Radio | 66 | 11 |
SMS From Carrier/Portal | 63 | 9 |
Magazine Inserts | 43 | 34 |
SMS From Other Source | 36 | 31 |
Direct Mail | 27 | 54 |
Pre-SMS Exposure | 13 | 57 |
Telesales | 8 | 81 |
Source: Enpocket, August 2002 |