I came across this article from Mobile Squared in which an AT&T executive states that SMS is being overlooked as an effective call to action for mobile campaigns.
Presently, the majority of mobile advertising campaigns are brand awareness-based. To enhance the success of activity on mobile, and to build broad awareness, Mandel says advertisers should look to leverage traditional media – whether billboard, print, radio, or TV – with a text-in call to action.
“SMS is the broadest reach mass marketing tool that you could leverage today, next to voice,” Mandel says. “We’re starting to see the growth of mobile coupons and mobile commerce, driving to actually converting on mobile devices, or signing up for regular SMS alerts. These are regular ways of engaging consumers, building loyalty and long term engagement.”
It does depend on what your mobile marketing objectives are (branding versus direct) but I agree that using SMS as a call to action is a revenue and lead generation tool that should not be overlooked.
We wish great success with your text messaging campaigns in 2011. If you need any assistance, please contact us and we’ll be happy to help in any way.
Happy New Year from Mobivity!