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DMA update: Consumers prefer SMS marketing over mobile web

New research by the Direct Marketing Agency (DMA) has found more than one third of mobile users prefer SMS marketing promotions, beating its rival – mobile web.

In total, 38% of consumers named SMS promotions as preferable to mobile web marketing which was lagging behind with a figure of less than half of this (just 15%).

The research demonstrated how when it comes to redeeming vouchers and receiving promotions, consumers are more than happy to be contacted via SMS.

In total, 40% of UK respondents said they were interested in being contacted by advertisers in this manner, giving them easy access to discounts, offers and news of products.

Of course, advertisers have to be careful about how they approach mobile users in order to achieve a successful marketing campaign.

Commenting on this, the Chair of the DMA Marketing Council, Mark Brill, explained that “the key to acceptable mobile marketing is to understand the target audience’s preferences to ensure they engage with consumers in the way they want to be contacted.”

With SMS proving a popular favourite amongst Brits (just under half of those asked revealed that they would like to be contacted in this way) it is likely that mobile marketing will continue to develop.

In total, 75% of Brits are happy to be contacted about promotions and offers via their mobile – a figure which is much higher than that experienced in other developed nations.

According to the DMA’s data, Americans were the closest to Brits in terms of mobile marketing support with 72% of them feeling the same as our 75%. This figure fell drastically for nations such as France and Germany, however, who experienced results of just 50% and 46% respectively.

The report also revealed that one of the main reasons why some are hesitant to use mobile offers is because they wrongly believe they are charged for their service. This was said to affect one in four Americans and one in seven Brits.

With this in mind it’s important that advertisers help consumers understand that SMS campaigns, vouchers and promotions are not sent at a cost to the end user.

If you’re thinking about setting up an SMS campaign and would like some tips, you might be interested in reading: 10 fantastic mobile campaign ideas for marketers!

xRM Consultancy opens up Microsoft’s CRM to SMS

XRM Consultancy is a UK-based  company that specialises in building custom business applications and products on the Microsoft Dynamics CRM platform.

Their latest product provides users of Microsoft Dynamics CRM 2011 to send SMS messages directly from within CRM. The SMS messages are stored as activities and are viewable from a contact’s (or anyother entity with an activity relationship) Closed Activities view once sent.

xRM Consultancy have chosen Esendex as their SMS partner for this new product and are the newest member of our Partner Program.  Bruce Buxton, xRM Consultancy’s MD said

“We needed an SMS provider that understood the importance of our messaging requirements.  Esendex’s focus on quality of service sets them apart as the clear leader in the field”.

To trial this new product for free simply email sales@xrmconsultancy.com with your CRM Unique Organisation Name (this can be found in Settings -> Customizations -> Developer Resources) for a free license.  You’ll also need to register for a free Esendex trial account .

Esendex announces free Business SMS Audit service

We’re offering companies in the East Midlands free access to a vital business tool aiming to help boost the region’s economy.

We are launching a New Year health check for firms to make sure that they are making the most of business texting services. SMS offers companies new ways of marketing to their customers and cutting operational costs.

Chief Commercial Officer Geoff Love said; “In the current economic climate, where budgets are being cut and companies are being asked to do more and more with less and less, smart companies are switching to SMS.

“Text messages are cheaper and quicker than phone calls or letters to customers and staff and are more widely read than emails. Whether it’s sending balance reminders, delivery notifications, appointment reminders, satisfaction surveys or system alerts – SMS ensures that messages get there fast.”

Our SMS Business Audit offers a review from one of our SMS experts who will carry out a free one hour consultation, during which our SMS expert will gain a fuller understanding of how their business communicates. Following the review, we will provide recommendations suggesting ways in which SMS could be deployed to improve business communications.

Geoff Love, said; “Just about any business can benefit from using SMS more effectively, whether you are looking for new ways of reaching your customers or making sure you get vital messages through to staff.

“We are hoping that by offering this service we can help businesses in the East Midlands to keep up with the latest developments in this field and to make the region’s economy more competitive.”

Businesses who wish to take advantage of the Business SMS Audit service should contact Hannah Giles on 0115 989 5125 or email hannah.giles@esendex.com.