Some great insights on the mobile marketing front today from eMarketer. According to new research from the DMA, mobile users are more then twice as likely to respond to an offer via SMS than they are via mobile email.
eMarketer was quick to point out that this does not make text messaging the solution to all our mobile marketing challenges and highlighted findings from ExactTarget's 2008 Channel Preference survey.
"But even text messaging is not about to replace other marketing mainstays such as e-mail or direct mail. In fact, only 1% of US Internet users surveyed in February 2008 by ExactTarget (2008 Channel Preference Survey) picked text messaging as their channel of choice for opt-in communications. Instead, the medium is better-suited for targeting specific audiences, and as part of multichannel campaigns."
We will highlight more of our findings specific to SMS in an upcoming whitepaper on the subject. In the meantime, mobile marketing of all forms becoming increasingly common--and SMS and mobile email each play critical roles. In order to help clients serve "on the go" subscribers, ExactTarget recently announced the launch of text messaging capabilities. Managing these two critical mobile touchpoints--along with voice messaging--out of a single platform gives ExactTarget clients the ability to contact subscribers across all three mobile touchpoints in accordance with their individual preferences.