Text Messaging is the New Frontier For Marketing

At a 2005 Bon Jovi concert at the MCI Center (now the Verizon Center) in Washington, D.C., those who had Sprint or Nextel cell phones were invited to send text messages that were scrolled across a giant screen behind the band. Besides the expected "shout outs" to Jon Bon Jovi, the texts included happy birthday wishes and several marriage proposals. That concert was only one of the signals that the text-messaging revolution was about to begin.

According to the Mobile Data Association, over 2 million text messages are currently being sent every day. As the text message receivers get more sophisticated, about 10 million pictures and video messages are now being sent each week.

Most people use text messaging routinely to communicate with family and friends. A survey found that over half of Americans use text messages to tell someone they loved them or missed them. The same number-2 percent-used text messages either to end a relationship or propose marriage. Many people now have programmed their handheld devices to transfer emails, and even landline telephone messages, to mobile text messages. Some set up their text messaging to receive alerts on news, traffic, and weather.

Text messaging also has a wide range of marketing applications, such as ordering products and services, entering contests, and voting in surveys. Businesses are now using text messaging to reach employees with anything from important developments, to the time of a scheduled meeting.

Since people have become more accustomed to cell phone use, text messages are usually read within 15 minutes of receipt, and responded to within an hour. A big plus is the lack of "junk" text. Because of the sophistication of the delivery systems and the costs associated with mobile messaging, usually texting is sent only to those who have shown an interest in a product or service. By law, opt-out options must be clearly displayed.

As a result, it is estimated that less than 10 percent of text messaging is spam, while as much as 65 percent of email is unwanted and goes directly to the delete basket.