From email, to direct mail, to Facebook and Twitter, it seems that every available channel is being leveraged to serve up personalized marketing to consumers. One medium that is conspicuously missing from this outpouring of advertisements, however, is SMS messaging or, as it’s widely known, texting. The platform has become the preferred method of communication for Americans, yet it remains relatively untouched by marketers.
OpenMarket, an enterprise mobile engagement firm, examined the topic in its “Retail Mobile Messaging Report,” which was developed in collaboration with Internet Retailer using a poll of 100 ecommerce retail professionals. According to the survey, only 29% of retailers utilize the SMS channel, as opposed to a 97% usage rate for email, 82% for social media, and 66% for phone.
The lack of SMS usage may not last long however: Nearly two-thirds of those surveyed who don’t currently leverage the
Article source: https://loyalty360.org/content-gallery/daily-news/sms-messaging-yet-to-break-through-as-customer-eng
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