U.S. Marketers Play Catch-Up With Text-Message Marketing Usage

Abstract

While the use of text-message (or SMS) marketing is widely used in marketing campaigns in countries like Singapore, China, England, and Norway, U.S. marketers have been slow to adopt this new technology. As text message use increases in the United States marketers are beginning to explore its use as part of the marketing communications mix. Marketers are finding text-message marketing a valuable direct marketing tool that can be used to send one-way or two-way communications that aid in direct response marketing and database development. From providing in-the-moment data such as driving directions, located-based promotions, movie times and such to building excitement, viral communications, and brand recognition through two-way communication, text-message marketing has value. This paper examines the use of text-message marketing, reasons for slow adoption in the U.S., and the future of text-message marketing in the United States.