SMS- Least Trusted Form Of Marketing?

In a recent survey of consumer trust in advertising conducted by research firm Nielsen, SMS advertising came out as the least trusted form of marketing, with only 18% of respondents citing text messages sent by companies as trustworthy. Â Is this a surprise? Â Probably...

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In a recent survey of consumer trust in advertising conducted by research firm Nielsen, SMS advertising came out as the least trusted form of marketing, with only 18% of respondents citing text messages sent by companies as trustworthy. Â

Is this a surprise? Â Probably not. Â But in my opinion, Bluetooth advertising seems much less trustworthy overall than SMS, given advertisments can simply be “pushed” onto your devices without you even asking for it. Â This isn’t true with SMS

The problem with SMS is that it’s slowly going the way email did. Â The ubiquity and ease of email has been used by unscrupulous individuals to such a degree that some 85% of email traffic globally is now spam. Â If marketers aren’t careful this statistic will be true for SMS as well, which spells bad news for brands and content providers alike. Â

One thing SMS marketing, and mobile marketing as a whole, has that email marketing didn’t have was a ruling organization such as the MMA. Â Through strict guidelines for SMS, spamming is a lot less prevalent than with email. Â For example, the MMA’s “Code of Conduct” states that consumer consent must be obtained for each individual marketing programme, and that it cannot be carried over from one to another unless explicitly expressed by the consumer at initiation. Â Opt-in can be achieved by SMS or MMS, a voice response, website registration or other legitimate methods, with opt-out accomplished in similar ways.

As long as the industry is governed properly and the MMA keeps a good lock on what’s allowed via SMS, trust should be easily kept in regards to SMS. Â

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6 comments

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  3. Divorce Hub

    Good effort. Well SMS marketing is more reliable and shows the immediate response as compared to the E-mail marketing. As the frequent use of Mobile phone let the message spread among a number of people. Mobile marketing companies must exercise the MMA guidelines to avoid any harshness and inconvenience of customer. With the mobile marketing risk of spam messages also arises.

  4. Kim Dushinski

    Excellent points Justin. Consumers are concerned about their phones turning into something resembling their email spam-filled in boxes. If only the mainstream consumers knew about all the MMA guidelines and regulations already in place to protect them from that happening.

  5. LeilR

    Between SMS marketing and email marketing, definitely, SMS is more trustworthy and credible.

    When launching a campaign, mobile marketing companies as well as its clients, should always comply with MMA’s guidelines to earn and keep the market’s trust. Avoid spammy messages, it will ruin our growing mobile marketing industry.

  6. Lucky Rock

    Actually, Bluetooth done right requires the permission of the recipient before any content is received and most Bluetooth software will blacklist uninterested users for the length of the campaign. And unlike SMS, Bluetooth is free to send and free to receive.

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