Why an advertiser should provide a texting option

Here's an overview of where we are (Jan 2007) with Mobile Marketing in North America -

• Approximately 95 million people own & use mobile phones (as of YE 2005)
• 35% of US households with a mobile phone use text messaging regularly and 6 billion text messages are sent in the US each month.
• 45% of Generation Y’ers (18-26-year-olds) with a mobile phone use Web-enabled versions, Note – being web-enabled means you can browse the internet on the mobile phone – therefore, if a URL is embedded in a text message, the user could browse to it immediately from their mobile phone
• Shortcodes (e.g. the 5 digit text to code, like 78247) are being used more and more frequently – as of mid-2006 at least 7% of mobile users have responded to a shortcode on an advertisement.  This is predicted to grow significantly – for reference, in the UK, approximately 19% of mobile users have responded to a shortcode on an advertisement
• Although 79 percent of consumers find the idea of mobile ads annoying, early campaigns have revealed that consumers will happily engage provided that marketers deliver valuable information or content. (Forrester)

• The report, “Is the U.S. Ready for Mobile Marketing?” also found that there is a growing shift from voice-only mobile to other activities like texting.

The qtags' POV?

As an advertiser - you have the opportunity to use texting to open a connection and then build a relationship.  Using a keyword / shortcode program you can provide an easy 'entry' point to your customer and ask them to join a permission based group (to receive future news alerts via text), or provide them incentives and thank-yous (like discounts and coupon codes).  The text reply message is a great way to get 'bookmarked' on their mobile phones (essentially their truly portable address book / computer / to-do list).

Here are some examples -

Want to learn about properties for sale in inner-loop Houston? text - 'keller' to 78247 and you'll r/c updates.

Want to join our VIP club? text 'envy' to 78247 and you'll get the scoop before everyone else

Text 'popeyes' to 78247 and get deals!

Join our VIP club & get vouchers -- text 'rrmarqee' to 78247