How Americans communicate.
This eMarketer survey looks at the multiple ways people communicate when they do more than email.
People who only used email were excluded.
According to the survey,
Response rates for marketers who do connect are compelling. A Dunkin’ Donuts-sponsored mobile campaign in downtown Boston used SMS mobile coupons for new latte drinks. Consumers got coupons through a geographically targeted WAP campaign on various Boston mobile Web sites. The campaign generated a 4% click-through rate that converted into a 21% increase in store traffic from customers redeeming their coupons.
I believe there is a future for text message advertising, but it will be a long while before it is embraced by local merchants.
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