SMS marketing is growing rapidly with a diverse range of creative marketing applications. Like email it is a low cost interactive medium, which can be targeted, tracked, and tailored. Relative to email, key advantages are its intrusiveness, interactivity, immediacy and targeting by location.
Attitudes to SMS marketing are similar to attitudes to telemarketing, with non-acceptance from about half of consumers. However, while consumers can refuse to take a phone call, or block an unwanted email, they are currently powerless over their text messages.
Respondents are surprisingly susceptible to persuasion to accept SMS advertising in exchange for discounts or special offers. This suggests yet another new marketing area for people.
Source from: http://www.designinged.com/portfolio/emedia_plan/M-COM_market.pdf
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