SMS gets very little buzz. SMS has a very low "Q" rating. But, SMS has street cred. It's still the most effective way to engage and interact with consumers on their mobile phones.- Manufacturers are diversifying their products as more consumers opt for smart phones that take advantage of mobile Web access and other applications. Read about it here and here.
- Carriers are offering more competitive data access plans to foster adoption and use.
- More and more consumers access the mobile Web every day, and spend more time per visit. Read more here.
I can’t live without the Web on my phone. I spend enough time in airports, cabs, elevators, hotel lobbies, conference rooms, restaurants, and bars – well, anywhere I don’t have my laptop – that mobile Web access keeps me productive, sane, temporarily distracted…or all of the above.
Who remembers what we used to do while waiting for a cab at the airport, before we had SMS, email, and Web on our phones? Did we actually call people?
Though I have an addiction to information, I’m still in the minority when it comes to mobile Web adoption – and I’m guessing it is that way for most of the people reading this blog post, too. Mobile Web is still not ubiquitous. It is not user-friendly. Once the novelty wears off, you realize how cumbersome it still can be. Access plans are pricey for those who can’t expense it to their employer. For the many phones (2 that I have owned) that don’t start with “i”, navigating to your Web browser, opening a window, entering a URL and loading the page can easily take a minute.
Everyone (excuse the slight hyperbole) knows SMS, trusts SMS, and uses SMS. As marketers, to create effective communications with consumers whenever we want and wherever they are, SMS is still the most effective channel for initiating that dialog.
Those looking to incorporate mobile calls-to-action as part of their online, print, broadcast, or outdoor advertising should be well advised of this. Asking a consumer to navigate to a browser and enter a web address (even a condensed link) can be a deal killer.
Obviously the 160 character limit poses a challenge for compelling marketing communications. But, the standard of texting a keyword to a shortcode is so core to everyday consumer habits now that it will remain the most effective mobile call-to-action for years to come. (Envision an entire generation of users voting for American Idol and Dancing with the Stars). Setting up an automated bi-directional SMS flow to deliver a reply message with a mobile web link is both simple and effective.
Please don’t misinterpret my thesis. You need the mobile Web to support mobile interactions and campaigns, and you need to build friendly mobile Web pages that help consumers make decisions and take action. But, don’t let your zeal for emerging technologies lead you to abandon the effective, proven application sitting right in front of your nose.
