As seen in research released in late 2011, marketers appear to be largely ignoring SMS campaigns, according to a new study from Chief Marketer. While about 44% of survey respondents reported using text messaging as a mobile marketing tactic, only 1 in 5 said they actually ran SMS campaigns last year. That’s despite a wide range of perceived benefits of text messaging campaigns, led by their immediacy and urgency (55.5%).
That perception is backed up by recent data from Dynmark, which found in an analysis of almost a billion SMS transactions that roughly 43% of SMS engagement occurs in the first 15 minutes.
Other perceived benefits of text messaging campaigns include reaching a wide audience (42.9%), low cost (37%) and high open rates compared to email (36.1%). Read the rest at MarketingCharts.