MMA Produces Research To Back SMS Claims
The Mobile Marketing Association (MMA) has published independent research which backs its claims that SMS can be used as an effective marketing tool.
Steve Wunker, European co-chair of the MMA, commented: “Across several key dimensions, mobile has proved to be spectacularly effective for brand owners. Brands have been crying out for this kind of independent data, and I’m delighted but not surprised with what the results have revealed.”
Research was carried out by InterQuest on six campaigns undertaken in the UK, Italy and Germany by mobile marketing firms 12snap, Flytxt and Mindmatics. Among the conclusions were that mobile marketing campaigns achieved a recall rate of 71-96%. Over 40% of respondents agreed that they would follow the brand prompt and visit the website/view the ad because of the suggestion by SMS message, while on average only 5% said that receiving the message decreased their desire to respond.
The survey also found that 43% of respondents, who were mostly aged between 16 and 26, felt that the campaigns they had received by SMS had a positive impact on the advertised brand, while on 7% said the opposite. 70% of respondents said they would most likely or definitely recommend that friends receive mobile marketing messages.
This form of marketing was found to have a good sticking power, with one campaign generating 76% aided recall 15 days after it took place. The study also found that consumer intent was best driven by campaigns based on multiple messages, allowing greater interactivity between the consumer and the brand.
Last week it was announced that the increasing demand for SMS marketing has lead to mobile marketing company 12snap to create a specialist media sales division (see 12Snap Creates Media Sales Division).
MMA: 020 7074 7060 www.waaglobal.org
Recent SMS stories on MediaTel NewsLine: Messagizer To Launch Global Viral Campaign Harper Collins Breaks Into SMS With Sugar January Text Message Total Reaches Record High
Subscribers can access ten years of media news and analysis in the Archive