December 5, 2007, 12:00 AM

More marketers turning to text messaging for branding efforts

As more brands turn to the mobile platform to reach customers, text messaging services and mobile web services will be brands’ de facto choices for mobile marketing in the foreseeable future, according to new research from eMarketer.

 

Mobile technology is, in the fullest sense of the word, ubiquitous in the United States. Marketers know this full well, and now that the mobile web has become stronger and faster and an increasing number of mobile phone users are adopting text messaging, they are turning their attention to the mobile platform to advertise their brands.

As more brands turn to the mobile platform to reach customers, text messaging services SMS (short message service) and MMS (multimedia message service) and mobile web services instant messaging and e-mail will be brands’ de facto choices for mobile marketing in the foreseeable future, according to new research from eMarketer Inc.

Today’s mobile marketing campaigns are dominated by call-to-action SMS messaging, where outdoor, radio, television and web advertising displays numbers to which consumers can send a text message to receive content in return, according to the “Mobile Message Marketing” report. EMarketer projects revenue in the global market for ad-supported mobile messaging will hit $2.56 billion this year, $4.2 billion in 2008, $6.44 billion in 2009, $9.26 billion in 2010 and $11.96 billion in 2011. Mobile messaging ad-supported revenue totaled $1.52 billion in 2006, the report says.

“Mobile messaging was profitable long before it became sexy for marketing purposes,” says John du Pre Gauntt, eMarketer senior analyst and author of the report. “The ubiquity, ease of use and low cost of mobile messaging caused it to rocket in usage wherever it was introduced-even in the bastion of voice traffic, the United States. After voice calls, messaging typically ranks second or third in the order of user desires. Most important to marketers, messaging, especially SMS, is now part and parcel of youth culture everywhere.”

 

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