In the segment of mobile marketing, the conventional short messaging service is the most popular. Consequently, around 22 billion SMS per annum are sent in Germany at present (Source: Bitkom).
The use of mobile services will radically change the direct marketing further in future. The market potential already emerges from the number of active mobile phone users alone, which has increased in Germany in the year 2007 to more than 97.15 million users (Source: IZMF).
However, the acceptance by the recipients to receive advertisement directly to their own mobile phone is available to a very restricted extent. Only the target group of 14- to 19-year-olds shows a relative open-mindedness here.
The benefits of SMS for the direct marketing speak a clear language:
- High coverage of the medium: More than 90 million mobile phone users in Germany
- Accurate contact with less waste circulation
- Personal approach possible
- High speed
- Mobile accessibility
- Information with regional references possible
Due to the technical restrictions, not more than 160 alphanumeric characters can be displayed in conventional SMS messages. Thus, the tool is not suitable for extensive information.
Moreover, the missing interactivity (integration of hyperlinks) prevents a comfortable customer response, as well as any kind of performance monitoring.
Collective occasions:
- Information on special offers, discount campaigns
- Information on lucky-draws/contests, surveys, voting
- Information on product updates, recall campaigns
- Cross-selling offers
Individual occasions:
- Confirmation of inquiries, use of a feedback form
- Birthday, anniversary, customer relations
- Welcome new customers
- Inquiries with request for feedback (customer satisfaction)
- Coupon as compensation after complaint
- Date confirmations, reminder
- Regional information / local services
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| Suitability for various marketing objectives |
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| Acquisition of new customers |  | |
| Customer loyalty |  | |
| Sales promotion | | |
| Increase brand awareness | | |
| Brand building | | |
| Reduce costs |  | |
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