Marketing Tactics, SMS and Technology Adoption

On January 27, Nielsen released the results of a study which showed that American teenagers send and receive an average of 3,146 text messages every month. That amounts to more than 10 messages for every hour of the month that they are not sleeping or in school.

Five years ago, when everyone was buzzing about text messaging, Method Engine was regularly asked to develop text message-based marketing tactics. Now that mobile apps and social networking are all the rage, we are asked about those. The irony is that for a lot of brands, using text message-based campaigns might be a more useful idea now that the technology is more mature and widely used.

The key takeaway is to know your customer and understand how they use technology. This knowledge is the foundation for an effective allocation of your marketing dollars.