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As with e-mail and social network messaging applications, marketing text messages can be aimed directly at consumers known to retailers to be interested in a product category or brand. Showing that m-commerce is beginning to take root in e-commerce, 5.7% of survey respondents say text messages will perform better than paid search in the down economy.
“If you’re texting an opt-in list, you’re probably texting your best customers, folks who buy from you often. I can see a lot of sales being tagged to that-whether they can become incremental or not, I don’t know,” Michie says.
He adds that when it comes to driving incremental sales, no form of marketing in web retailing compares with search.
“Text messaging, e-mail marketing, social networks and affiliates will never be as good at that,” he contends. “Paid search is No. 1 for driving new customers.”