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The Landscape of SMS Marketing

02/13/2014 Adrienne N. Hester

Communication IconsShort-message service (SMS) refers to what is commonly known as text messaging. These messages can be sent cell phone to cell phone, or from Web-based services to cell phones. When it comes to marketing, SMS marketing is a growing trend that is still being explored and understood. Here are some of the highlights of the landscape.

A variety of industries are using SMS marketing in their strategies. This includes leisure (venue based), recruitment, retailers, software, marketing, financial services, beauty and hair salons, fast food, education, estate agencies, legal and dental and health offices, and travel agents. The industries at the top of this list use SMS marketing more frequently than those at the end, but you can see the wide variety of applications for SMS marketing.

The popularity of SMS marketing is built on the popularity of mobile devices, which grow in numbers every year. Recent statistics show that nearly 90 percent of the world's population has a mobile device, which means around 6 billion people can be reached through SMS. Mobile marketing budgets are increasing to meet this area of opportunity. In the United States, mobile ad revenue is expected to exceed $20 billion annually by the year 2015. More than 60 percent of businesses are considering mobile marketing more than traditional methods.

SMS marketing helps reach mobile device users who do not use their device to connect to the internet – or about 76 percent of all mobile users. The number of SMS messages sent in 2013 approached 10 trillion, and more than 45 percent of mobile device users report being aware of mobile advertising. Application to Person (A2P) messaging is whenever businesses contact customers, and A2P messaging is predicted to surpass person-to-person messaging by 2016.

For more about these statistics and the landscape of SMS marketing, click here for a graphic from socialmediadd.com. SMS offers a great window into the lives of customers, regardless of their online activity, and the future shows potential for increased growth in SMS marketing. For more information about how to use SMS marketing for your business, contact us today!