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ANSWERED on Wed 20 Jul 2011 - 3:34 pm UTC by leader

Question: SMS/Mobile Marketing

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Wed 20 Jul 2011 - 6:28 am UTC

Question

shine66
Customer

How effective is mobile marketing? I'd like to understand more about the efficacy of using SMS messages to mobile phones as a marketing channel. How widespread is the practice in the US, Europe and Australia? What research has been done on the 'open' and 'read' rates of SMS compared to say email marketing or direct mail - and what was the result?

Thanks!

 
 

Wed 20 Jul 2011 - 3:34 pm UTC

Answer

leader
Former Researcher

Hello Simon:

Following statistics are provided by Direct Marketing Association 2010 Response Rate Trend Report.

Email

19.47 % open rate
6.64 % click-through rate (CTR)
1.73 % conversion rate

Direct Mail

3.42% for house list AND 1.38% for prospect list (Response Rate/CTR)

Mobile SMS

14.06% click-through rate (CTR)
8.22% conversion rate

Internet Display

0.76% click-through rate (CTR)
4.43% conversion rate

The above stats clearly indicate that SMS is arguably the best method for advertising.

Here is a link to the original report.
https://imis.the-dma.org//bookstore/index.cfm?

REFERENCE

CTR & Conversion rates for SMS & Other types of Media

Ref1: http://mashable.com/2010/08/19/mobile-advertising-trends/

Ref2: http://www.the-dma.org/cgi/dispannouncements?article=1451

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SMS vs EMAIL
------------

SMS & Email Marketing Comparison
http://www.mobilemarketingwatch.com/infographics-mobile-marketing-via-sms-compared-to-email-facebook-and-twitter-8574/

SMS vs Email (Open Rates & Average Cost)
http://www.tatango.com/blog/sms-marketing-compared-to-email-marketing/

SMS & Email CTR (see infograph by scrolling down)
CTR Rate Mobile Advertising
http://www.mobile-marketing-blog.net/2010/12/click-through-rate-ctr-statistics-in.html

------------------
Preference for SMS
------------------

Smartphone Users prefer SMS offers
http://econsultancy.com/us/blog/7626-smartphone-users-open-to-ads-infographic

------------------------------------
Comparison with Email & Social Media
------------------------------------

SMS, Facebook, Twitter, Email (Average Revenue per user)
http://excapite.wordpress.com/2011/02/17/twitter-vs-sms-vs-facebook-vs-email-in-2010/

--------------------------------------------
Size & Response of Mobile Audience by Region
--------------------------------------------

http://mobilestance.com/tag/sms/

Consult
US "Mobile Media Audience Proportionally Bigger than Europe?"
AND FULL COVERAGE: "Mobile Advertising: After the Growing Pains - eMarketer Report"

Multi-Country Mobile Advertising Study - 2011
https://advertising.microsoft.com/WWDocs/User/en-us/ForAdvertisers/2011-Microsoft-Multi-Country-MoAd-Insights-Study.pdf

-----------------------------------------------------
A Report on the effectiveness of SMS Mobile Marketing
-----------------------------------------------------

Conversational Advertising
www.dm2pro.com/downloads/20100609_3/download

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Relevant Links
--------------

SMS Response Rates
http://www.mmaglobal.com/uploads/MMetricsGraphic.pdf

Stats about Mobile & SMS Advertising (with links)
SMS in Mobile Advertising
http://www.clickatell.com/press/facts_figures.php#3

Types & Growth of different types of mobile advertising
http://www.motomessage.com/sms-advertising-continues-growth-2011/

Extremely Useful Mobile Marketing Infographics
http://blog.hubspot.com/blog/tabid/6307/bid/6258/11-Mind-Blowing-Mobile-Marketing-Infographics.aspx

I hope that these links will help you find relevant information. Please feel free to clarify, if needed.

Thanks

Leader

 
 

Thu 21 Jul 2011 - 3:17 am UTC

Accepted and rated

shine66
Customer

Thanks so much Leader,

These resources provide an absolute wealth of information on the topic, are relevant and current.

I couldn't ask for a better starting point for this,

Great job.

 

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