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2.9 million people received Barack Obama’s vice-presidential pick text message…

Posted by TeamITI on October 16, 2008

This trend, text messaging via SMS (short message service) in recent politics and in business, is a trend that carries major significance: “All of these instances of text messaging as a marketing medium prove that there are, in fact, a number of SMS programs for which a subscriber will provide their cell phone number.” R.J. Talyor, product marketing manager of Indianapolis-based ExactTarget, advises against using SMS for each and every marketing message, but under certain conditions, you might find a highly receptive audience:

Subscriber-centric communications. Even your best customers will hesitate to give you their cell phone numbers. Promising infrequent updates on topics that matter to them, however, will make them more likely to assent.

Early adopter advantage. With an SMS campaign, you’ll get extra points for being on the cutting edge. It would have seemed unimaginative if Obama’s VP pick came by email; even with some of the glitches, the text message garnered lots of interest.

You might not need SMS, Talyor admits. “But with recent, prominent uses of text messaging,” he says, “… every marketer should do their homework in reviewing text messaging as a legitimate messaging medium to add to their marketing strategy.”

No matter a marketer’s current stance on SMS, the message has arrived: SMS should be on the shortlist.  Be an early adopter. Here is an example how a meeting planner can use it for his VERY CAPTIVE audience.

Read the full article: Two Reasons Why SMS Should Be on Your Shortlist.

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