SMS Marketing As Acceptable As TV Or Radio Advertising, Says Report

The results found that third party SMS marketing from a trusted service provider is regarded as favourably as television and radio advertising. 63% of those surveyed who were familiar with SMS marketing found text message advertising to be acceptable if it came from a respected carrier or portal. Only 9% of mobile phone users deemed such targeting to be unwelcome.

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