Everywhere we look, we see people on their cell phones. Whether they’re walking to a meeting, eating lunch, or sitting in class—cell phones are out, eyes are glued to the screen and fingers are ferociously typing away.
I recently saw the results of a study by the Pew Research Center that found that almost one-third of U.S. adults prefer to be reached by text message rather than a call on their mobile phone. As for the remainder of U.S. adults, 51% prefer a phone call, and 14% say it depends on the situation.
We already knew the potential of mobile, but Pew’s findings should help solidify everyone’s faith in the system. With text messaging growing to be the go-to form of contact for many, it’s no wonder why it’s becoming the go-to channel for marketing as well.
83% of U.S. adults own mobile phones and 73% use text messaging, so the reach that we obtain with mobile is truly unprecedented. The more reason for businesses to utilize text messaging and other facets of mobile as marketing tools.
Of course there’s still that 51% that we need to think about, which is why we don’t implement mobile by itself. Not everyone is innovative, tech savvy and in-touch with mobile technology. At least not yet.
Something I find interesting is that Lowe’s, the home improvement retailer, recently deployed 42,000 iPhones in their stores to replace scanner guns. This move will expose millions of shoppers to smartphone technology when Lowe’s employees use the device to scan customers’ coupons, vouchers, loyalty cards and bar codes. Chances are many other retailers will jump on the bandwagon too, creating an incredible opportunity for mobile marketing.
In the meantime, businesses must find ways to relate to everyone. This means delving into a cross-channel marketing strategy that encompasses new technologies as well as traditional ones. However, smartphones, text messaging and other mobile technologies are being embraced by large retailers, small businesses, and individual consumers more and more each day.
As long as this growth persists, anyone with an investment in mobile can sit back and grin like a Cheshire cat and watch as the industry unfolds.
Article first published as Don’t Call, Text Me. on Technorati.