phenomenon, SMS in North America
the be-all-and-end-all of marketing is putting brands
into pockets and purses that go everywhere consumers go,
then cell phones and other wireless devices are
potentially the most lucrative marketing touch point
What's really driving marketers into a tizzy is that
communicating wirelessly can produce the ultimate
immersive experience by engaging consumers in voluntary
two-way communication. That makes mobile marketing
arguably the ideal way to increase a brand's customer
base, strengthen existing customer relationships and
skew younger for the foreseeable future.
Among the supremely desirable youth demographic alone,
83% of North American 18- and 19-year-olds already
routinely text message at least once a day, according to
Nielsen / NetRatings.
TM or SMS (short message service) was made easy for
Canadians by becoming carrier-agnostic about a year and
a half ago. But the floodgates will burst open later
this year, says Michael Whelan, txtNation Director, when
a cross-carrier gateway for downloading not just text
but content - video, games, MP3 music, photos and
Internet - becomes effective.
Programs can also thrive without broadcast support.
Nascar Racing recently turned to txtNation to develop
deeper connections with 19-24s via a place-based effort.
txtNation provided them with Text To Screen Services via
the powerful txtNation platform.
The sector seems hopeful that young North Americans will
follow their European and Asian counterparts in becoming
avid members of "Generation Txt," youth who have
fashioned a new shorthand vocabulary for text mobile
usage. According to the U.K.-based GSM Association,
people around the world sent 200 billion short text
messages in 2001 and in places like Asia and
Scandinavia, penetration is double or triple what it is
There are indications, however, that across North
America kids will soon join the ranks. Toronto-based
research company Ipsos-Reid recently reported, after
surveying 1,000 Canadians, that 57% of consumers aged 18
to 34 are interested in products that would allow them
to communicate by text messaging and 63% stated that a
top benefit of the service is its discretion. Txt future
looks very great indeed.