Mobile Lets Marketers Reach 75% Of Digital Message Recipients

Seventy-four percent of the world’s digital messages were sent via mobile in January 2009, says TNS Global. Said TNS’ Sam Curtis, “As mobile devices slowly take away usage share from fixed services in developed markets, in emerging markets consumers are more likely to bypass fixed communications altogether and go straight to mobiles.”

That means that to reach a consumer, it’s best to try them on their mobile phones. Of course, you can probably do that with email, since as the report says, 69 percent of North American mobile emailers use the feature daily. The bigger takeaway from this report is the utter reliance that increasingly more consumers have on their phones.

Thus, it’s important to contact consumers using every message type available on a handset–not just email and MIM (mobile instant message), but also SMS. After all, text messaging is something available on the most basic handsets being sold today. So a much larger number of consumers can be reached via SMS than they can with mobile email and MIM, features that require the more advanced smartphone type of handset.

As for consumers who do have smartphones? Why, SMS helps the marketer make a campaign multi-channel. Think about it: Consumers can browse the Internet and read marketing emails on their smartphones; these are great places to put a call-to-action asking them to sign up for promotional text messages, such as mobile coupons.

If marketers don’t have a mobile database, then they’re missing out big-time.

 

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