The Evolution of SMS Marketing – Part Two

Mobile Evolution 2000s

  • The year 2000 saw the first mobile advertisement being shared with consumers via SMS. A Finnish news service began offering current news headlines delivered to consumers via SMS, and these news snippets were sponsored by advertisers.
  • By 2002, advertisers and marketers began to realise how unobtrusive text messaging was as a means of advertising, especially with the proliferation of mobile phone ownership and use. SMS providers guaranteed that delivery of messages would be reliable, and brands quickly sent offers to their customers via SMS. It was on this basis that the smartphone was primarily created for this new mass media channel…
  • Texting to vote was pioneered in the USA in 2003, with a partnership between AT&T and American Idol; viewers voted for their favoured contestant via their phones in real time.
  • In 2005, various mobile features evolved, including voicemail management Enhanced Messaging Service, language tables, and much more.
  • The first iPhone was released in 2007 and this revolutionised marketing. Marketers soon realised, however, that their desktop browser ads were unsuitable for text message marketing purposes, and more responsive techniques for mobile optimisation needed to be created. The number of active SMS users worldwide reached 2.4 billion people.
  • In 2008, US Presidential Nominee Senator Barack Obama used bulk SMS to announce Joe Biden as his running mate and clever use of a bulk text messaging service was very effective in Obama’s eventual Presidential win.
  • 2008 also saw the first “Text to Donate” campaign. This was launched by United Way and advertised during a Superbowl commercial.
  • In 2010, the verb “text” was added to the Cambridge Dictionary.
  • QR codes for SMS marketing were used widely by 2010. **
  • 3G boosted the adoption of SMS and mobile phone technology as the preferred point of the first contact between businesses and consumers. Additionally, this new technology also saw the invention and proliferation of mobile apps for everything from games to fitness trackers to social media to weather apps and infinitely more.
  • In 2011, 40% of mobile users in the US reported using mobile devices for internet browsing purposes. Mobile platforms by this time also consumed more than USD $14 billion in media value. **
  • By 2014, advertisements were being built into mobile apps – especially as market research found that mobile smartphones were being primarily used to play games and use social media. Advertisers came to understand the importance of engaging, streamlined mobile adverts.

SMS has revolutionised both how we communicate and how marketers engage consumers. Up to 90% of polled mobile users who participate in SMS loyalty programs believe they offer value and, statistically, SMS coupons are tenfold more likely to be redeemed than those offered via direct mail or via a newspaper. Additionally, 57% of consumers say they are interested in opting into their favourite brands’ SMS loyalty programs. Fewer than 5% of SMS marketing campaigns are opted out of. *

ClickSend is a premier SMS marketing company based in Australia and serving clients worldwide. To explore exactly what we offer and how we can help serve your unique needs in all areas of SMS marketing in Australia, contact us today or browse our website to learn more.


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