Text Message Marketing Communications Going the Way of the Dodo?

I have never done this, therefore, I have never won

COM 597: Mobile Technology and Communication – Week 2 Post:

I have been a smart phone user for about 6 months and in that time my text message usage has definitely gone down.  Previously as a blackberry user I would send around 300 text messages per month, now I am down to around 60.  Partially this is due to the fact that I am no longer running a business that required more immediate communication with partners and employees, however, I think the bigger issue is my level of connectivity to social networks.  With smartphones I’m constantly checking in on my various social networks as a way to communicate with friends and co-workers.  Based on some of the discussions we’ve had in class my own personal experience might be pretty common as it relates to text message marketing communications (eg. those radio ad for TGI Fridays that says, “text ____ to ____ and receive _____ from TGI Fridays). 
In all honesty, I was not generally the person who would respond/act upon this type of marketing.  However, thinking about overall mobile user trends and the growing prevelance of smart phone usage, it seems that text messaging as a way to mobilize for brands is not sustainable.  Instant Messaging on mobile phones will only exacerbate this as people flock to more private forms of communication on their phones (like facebook and unlike twitter). 
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4 thoughts on “Text Message Marketing Communications Going the Way of the Dodo?

  1. alvins456 January 21, 2010 at 6:01 am Reply

    Great point about how soon marketing on mobile phones will be more towards social networks and applications rather than texting. Will text messaging change its formating to become a more active communication tool that can do more than show just”text.” In a sense it like will itunes continue to be the name used for downloading music, video, podcast, TV shows, movies and other forms of entertainment.

  2. seattlekungfoolery January 21, 2010 at 5:26 pm Reply

    Very true observation Alvin, thanks for being the first response to my very sparse Com 597 related blog!

  3. Kelly McIvor January 22, 2010 at 4:58 am Reply

    While I don’t agree that sms marketing will go exinct I think your point about the form-factor of smartphones changing behavior is interesting. In some ways it seems sms marketing – like the example you give – took so long for marketers to figure out that they may find themselves in an even more complex situation. They can no longer just use sms. They need to use sms to get your quck response but with smartphone users they need to supplement a richer experience by having a mobile-ready web site.
    Great post. – Kelly

    • seattlekungfoolery January 22, 2010 at 5:42 am Reply

      I definitely don’t think sms marketing is going away. I was never the one texting to win, vote, or learn, so I’m a bad example, but I know it’s a tool that marketers have used to great effect. It will continue to be effective for real time communication.

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