Insight Research Finds UK Businesses Failing to Maximise SMS Marketing

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28th August 2012 16:04 - Media and PR

A report based on a recent study of 600 firms by TextLocal has shown that that the majority of UK businesses are missing out on lucrative opportunities by being unaware of the high consumer conversion rates offered by SMS marketing.

The "Great British Mobile Marketing" report demonstrated that a massive 86% of companies didn’t know that consumer response rates to text marketing typically range from 15% to 30%, compared to 5% for email and just 2.61% for direct mail.

In addition, three-quarters of the surveyants didn't know that 97.5% of text messages are usually read within five seconds according to Ofcom.

Despite their lack of understanding as to the SMS statistics related to consumers, two-thirds of respondents however said they found SMS more effective than email and over two-thirds (67%)of business owners claimed they preferred mobile messaging and the mobile Web to mobile apps.

TextLocal issued a statement explaining why UK companies aren’t using SMS more in their marketing strategies: "The problem for many businesses is understanding what mobile entails, how complex and versatile it can be, and how it can be used to target audiences en mass. SMS has moved on, and it can now incorporate rich media. No longer are you limited to 160 characters of text.”  

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