Newsstand

August 1, 2011
Short and Sweet - SMS is Hard to Beat [DMA11]

Why are more and more direct marketers jumping on the short message service (SMS) marketing bandwagon? The short answer is that they don’t want to miss out on this latest money-making addition to an integrated marketing strategy.

Cell phones in the U.S. today have reached a penetration rate of almost 100% of the target marketing population, and 95% of those phones have SMS capabilities. Consumers just can’t seem to resist the buzzing sound announcing that a message has arrived, and most will read it within four minutes! With people using DVRs to record TV shows without commercials, stagnant direct mail response rates, and decreased e-marketing effectiveness, where else can marketers turn to get such a terrific response? Today’s mobile marketing strategies include sending offers and promotions directly to cell phones, providing product and service updates, and driving traffic to retail locations.

Over 10,000 attendees will be in Boston from October 1-6 for the DMA2011 Conference and Exhibition. They’ll attend marketing workshops, a pre-conference master class and ask-the-experts roundtables to learn about the latest strategies in SMS marketing. With results this sweet, SMS should definitely be one of the marketing tools in your integrated marketing strategy.

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