In the latest Industry Attitudes Survey by Marketing Week, 66% of respondents said that they expected to significantly increase their marketing budget on mobile marketing. The dramatic shift comes on the back of consumers rapidly embracing mobile handsets with new technology.
SMS, employed by 41% of survey respondents, continues to be the most extensively used form of mobile marketing.
However, with sensitivity to the invasive nature of SMS marketing growing, some marketers are changing the way they use the system. “We are considering making the transition from using SMS for marketing messages to only using it for customer service or delivery information,” says one retail marketer.
The existing popularity of SMS is bolstered by additional uptake over the last 12 months with a added quarter of survey respondents saying they have begun to use SMS. “It’s simple. Everyone, no matter who you are or what you do, will always instantly view an SMS message once received,” says one respondent. “This means that you are able to target an audience and can almost guarantee they will view the content.”
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