A new study from Jupiter Research has shown that mobile marketing adoption rates are far below what they should be. Although text-messaging is far and away the most popular feature for cellular users, it is being severely under-utilized by the majority of companies. Jupiter has recommended that a text messaging campaign should be the first avenue any company explores when starting a mobile marketing initiative.
The decision by legitimate mobile marketing firms, such as Cellit, to operate on an opt-in only basis for their subscribers further enhances the effectiveness and efficiency of the technology. “If a marketing message reaches a cell phone, the recipient is more than likely the owner,” states the report. “Gaining access to this phone through an opt-in process holds great value for marketers.”
Not only does the customer only receive advertising that they have specifically asked for, but the ads themselves have the ability to be much narrower in focus, both of which lead to much higher read rates than traditional media. Thus, Jupiter believes that these factors will lead to an eventual embrace of mobile marketing by most companies and they strongly suggest that those wishing to get ahead of the game should start as soon as possible.