SMS marketing ‘good for businesses looking to improve client engagement’

Sending marketing messages to consumers’ mobile phones may be beneficial for those looking to improve their engagement with the public, according to an expert.

Exact Target’s product marketing director Scott Roth has stated that while the channel should not be used in a traditional sense like email and direct mail marketing, it can be used as a customer service tool.

Talking to, he added that SMS messaging also has the benefits of being both “portable” and “time sensitive”, but warned that there are some potential problems when using it.

He added: “We find that most [companies] know they want to do something with text messaging, but don’t know how to integrate it with what they have or how to use this effectively with their customers.”

Research by Aerodeon and Millward Brown highlighted that marketers could also benefit from making online advertising compatible with mobile technology.

According to Precision Marketing, it was revealed that over two-thirds of mobile internet users are likely to buy a product after looking at opt-in promotions on a phone or similar device.

Textlocal offer mobile marketing solutions including short codes, API Gateway and WAP Push.