SMS Marketing Largely Ignored

SMS marketing tactics are far less likely to be used by marketers than other mobile capabilities such as mobile commerce sites and mobile applications, according to [pdf] a November 2011 report from the e-tailing group, sponsored by Bronto. Data from “Surviving the Current Marketing Mania with a Solid 2012 Plan” indicates that just 14% of marketers currently collect SMS opt-in from customers in all channels, while only 7% text to send out marketing messages, and 6% text to send out transactional support messages such as confirmations and order status. Between one-quarter and one-third of respondents plan to employ these capabilities in the next 12 months. According to a study released in November by Econsultancy in association with Foviance, just 9% of companies say that SMS/MMS touch points are very integrated into their overall customer experience. (more…)