A survey in the US by the Direct Marketing Association (DMA) suggests that although text messaging is popular among young adults, the 160-character format has yet to become a mass influencer.
For those who do send messages by this media, the response rates are higher that traditional advertising. 70% of respondents to the DMA's "Mobile Marketing: Consumer Perspectives" study who had acted on mobile ads said that text messages for a product or service had prompted their actions. That was more than three times as many as responded to a mobile Web offer or coupon.
So, when will mobile advertising will become a common campaign tactic. For most marketers and advertisers, mobile is still only getting experimental budget at most. In one survey, 33% of 'mad-men' surveyed said "no way!" to mobile marketing while 35% said they might dabble in the coming 12 months.
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