SMS Marketing- 160 characters with unlimited potential

Adestra clients are fast becoming reliant on the mobile channel. The exact ways in which is it used shows its flexibility

According to the Mobile Data Association, (http://www.mda-mobiledata.org ) person-to-person text messaging within the UK reached 82 million messages a day, a 15.7% increase when compared to the same period in 2004.

Indeed, this huge medium is overtaking more traditional media in more and more cases. On Valentine’s Day 2005, over 92 million text messages were sent compared to only an estimated 12 million cards delivered by Royal Mail.

Although the rapid adoption is clear, the real interesting aspects are how can marketers take advantage of this digital channel. Many innovative business models are discussed within the news, and the success of ring tone companies such as jamster adorn the back pages of many magazines. Companies are making money from this channel.

The purpose of this article is to explain some of the ways in which Adestra’s clients have considered using the mobile channel:

Premium Content Delivery

As part of a subscription to a timely information service, subscribes pay an increment to have the headlines texted direct to their handsets. Positioned as a ‘value-add’ for execs on the move, this publisher has experienced better renewal rates with end-users becoming more reliant on the timely nature of their content.

Product Promotions

Getting the right product to the right people at the right time is key. This client uses the mobile channel to reach attendees at an industry show and push them to their stand. Rather than relying on email or direct mail which is lost within the melee of the pre-event promotion, this technology firm ensures that their message stands out. When combined with an incentive to visit their booth, the increase in footfall has been considerable

Quizzes and Prize Draws

With no SMS database to promote their messages to, this agency working on behalf of a large B2C player, used a text to win prize draw to build a database of SMS numbers. Using on pack promotion and display advertising in the usual channels, the advertiser now uses the mobile channel as a key part within the marketing mix.

SMS Services provided by Adestra

Adestra provide inbound and outbound SMS marketing services. For more information, please click here