Marketers to Start Text Messaging Consumers?
I should preface this post by saying two things:
- Text messaging sort of annoys me. It's good for short communications to a friend, when, say, your date has just made a spectical of himself by flexing his biceps in a five-star restaurant and you can't slip away to call your friend to share—and that's about it.
- I tend to take some things more seriously than I probably should.
Now that that's out of the way, on to the meat of the matter. SeedsOfGrowth, a blog geared toward generating ideas for small businesses, recently posted about the growing trend of mobile messaging and how marketers can reap the benefits of text messaging prospects and clients.
The topic, which was recently discussed in length by Scott Springer at DestinationCRM.com, left me with my mouth agape.
In the U.S. 67 percent of the population subscribes to a mobile phone service, with an estimated 36 percent of the subscribers using some kind of mobile data application, as reported by Yankee Group. Of those users, 72 percent use SMS [simple messaging service] text messaging. The time is right for retailers to embrace the technology of text messaging.Mobile marketing provides retailers the opportunity to reach customers with a reminder or incentive anytime, anywhere. More often than not, it is outside of the home, which allows for the opportunity to impact customers while they are out making shopping decisions or in transit.
I shuddered at the thought that I could start receiving text messages from anyone, ranging from insurance agents to long distance phone companies. Could marketers really do that?
Springer did point that text messaging should be approached with caution and that the personal preferences of clients and prospects should be respected. He also said that many retailers will allow people to "opt-in" to this sort of communication by offering something in exchange, like ring tones, screensavers, and other promotional incentives.
Oh, yes. A screensaver and a new ring tone would surely convince me to opt in to receive solicitous text messages...
I was slightly appeased, however, when I read that commercial text messaging is regulated under the Telephone Consumer Protection Act (TCPA) and the Controlling the Assault on Non-Solicited Pornography and Marketing Act (CAN SPAM), which offers us some protection against massive text messaging campaigns. I was also a little relieved to learn that in order for text messaging to be financially rewarding for marketers, they must work hard to ensure that they send out the best possible message to entice their targeted audience, as well as to ensure that their customers have text messaging capabilities to give "comprehensive feedback," such as non-deliverable message responses. Or the capability to respond to the message with, "Please don't ever text message me again."
Despite the challenges of enticing consumers with worthwhile messages and finding ways to track the return on investment of text messaging, it looks as if people like Scott Springer remain undeterred.
Today's technology allows people to do more than just use the device for phone calls--the opportunity for retailers to send personalized video content is certainly on the horizon, and SMS is the next generation in direct marketing. Like the Internet and email, text messaging is here to stay and grow. Now is the time to embrace it.
I'm not so sure, Mr. Springer. It's 2006 and people don't exactly appreciate or tolerate these kinds of personal solicitations. Of course, this is just my opinion. I'm curious to hear what you think about receiving solicitous text messages. Be sure to leave your opinions, thoughts and questions via comments; I'll post updates here as they come.
Comments
Solicitous text messages would not only intrude into my personal space, they would intrude into my cell phone bill. How would they pay for the text messages? I certanily will not pay to be "sold". I already get text messages from my cell phone company, sometimes in the middle of the night and that is frustrating enough.
Posted by: Laura | May 26, 2006 09:13 AM
I was hoping someone would bring that up. :)
There was no mention of the cost to consumers in Springer's article, but I imagine retailers would have to find away to absorb those costs, or make some kind of a deal with various cell phone companies to absorb the cost. Because trying to sell someone something via text or video message and charging them for that correspondence would put a lot of companies in the proverbial dog house.
Posted by: Megan Mahan | May 26, 2006 12:31 PM
Giving free ringtones or screensavers to get the right to solicit via text messaging sounds like the same concept behind spyware on the Internet. In both cases you agree (knowingly or not) to get something useful or entertaining for free, but then you get solicited to pay for the "cost" of the free thing.
This is a very deceptive way to market your product in my opinion. And beyond that, it is very backward from a marketing standpoint. Interruption marketing is dying. And just because a new technology can be used to market doesn’t mean it should be used to market. This Scott Springer guy has to be pretty short-sighted to be touting text marketing.
And just for the record, I hate text messages even more than Megan.
Posted by: James Omdahl | May 30, 2006 10:36 AM
James, I couldn't agree more.
I can only hope that Springerâ€â€and any other marketer who thinks this marketing ploy is a good ideaâ€â€takes notice of this post and realizes that text messaging consumers is, A. a serious waste of resources, and B. a sure-fire way to irritate and alienate consumers.
Posted by: Megan Mahan | May 30, 2006 01:06 PM