Marketers aren't really looking at text yet

Fascinating post about (US) mobile marketing…

Link: Marketers Still Cold To SMS Ads | WebProNews

When marketers were asked what would make them spend more on mobile sites and other emerging media, most of the respondents in the Forrester study said “proof of use”.

While mobile phones are widely used, marketers are not embracing sending ads to all of them, according to eMarketer Mobile Analyst John du Pre Gauntt.

“Mobile marketing/advertising draws passionate viewpoints, both pro and con,” says Mr. Gauntt, “ranging from those who want it to jumpstart a sluggish mobile content and data market, to those who want to protect mobile from the marketing cacophony that infests every other media platform.”

There are quite a lot of companies working in this space to really try and help marketers recognise and gain from the benefits. Think qtags.com for example.

It’s a bit of a shame, because, really, text marketing can be extremely useful — as the post goes on to discuss:

Marketers that do reach out to consumers have interesting results. A Dunkin Donuts-sponsored mobile campaign in Boston used SMS mobile coupons for new latte drinks.
The campaign saw a 4 percent click-through rate and a 21 percent increase in store traffic from customers cashing in their coupons.

Got a perspective?