SMS Broadcasting

SMS has several primary aspects that appeal to the modern day marketer:

FACT: over 80% of the UK has a mobile phone (Doonar, 2004)

FACT: contacting people by SMS increases the ‘Marketing Day’ to include the journey time to and from work together with evenings and weekends for appropriate purposes.

FACT: A higher percentage of people do read SMS’s, by comparison to more traditional forms of marketing such as mail. The main reason for this is the fact that SMS messages are brief and to the point (because you are limited to 160 characters) and don’t try to force information overload on the recipient. Additionally, people find it psychologically difficult to not read an SMS message they receive.

FACT: you can still use SMS for marketing provided you conform to the necessary requirements laid down by the EC Directive 2003

FACT: The biggest advantage over all other methods of communication is that it is not only direct to the recipient like email, but also enables you to pass on important information such as reference numbers and telephone numbers in a way that the recipient has a permanent record for later review when and if needed. To a medium carried around by the recipient for the greater proportion of time, unlike carrying around a computer, laptop fax or answer machine.

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