The Virtues of SMS or Text Messaging

The use of SMS (short message service) also known as text messaging has been well-ensconced in Europe and Asia for some time now. Teens have enthusiastically embraced it in the United States. But, it has only begun to emerge in the United States as a marketing tool because of all of our competing phone companies with differing technologies. Most people are unaware that SMS can be used to get instant information, send money, make money, and to save money.

Sending a text message is a quick and simple procedure. You can send a message to a mobile phone number, an email address, or a short code. Short codes are usually five or six digit numbers used for mobile marketing convenience so that you don't have to enter a long phone number.

Personal SMS

Texting is the communication method of choice among teens in the U.S., and it has many advantages. It is fast and efficient. Unfortunately, SMS has been used for cheating on tests, and for that reason some schools tend to frown on cell phones in class.

To send a personal SMS, put your phone in message mode, select either SMS or Text Message, enter a cell phone number or email address in the To: field. Then type in your message. Text messages are limited to 160 characters maximum.

Some phones display a character count. Some more sophisticated phones offer a popup menu with canned text with phrases such as "On phone," "Call me later," "Want to do lunch?" You can created your own phrases too. Some devices also offer a popup grid full of graphic emoticons, which are fun.

The 160 character message limit has inspired users to enlist abbreviations and even new shortcut words that are becoming widely accepted, which is another example of the evolution of language. For example, 2GTBT=too good to be true; 143=I love you; 404=I don't know. Go to www.webopedia,com/quick_ref/textmesssageabbreviartions.asp for a comprehensive list and a chart of emoticons.

Texting has many advantages over email and phone calls. Brief text messages can be assimilated quickly by the human mind compared to processing phone conversations with all the extras and social amenities. Text messages can be archived and automatically linked for easy review on more sophisticated phones. Text messages are never dropped or cut off because of bad reception. Messages are transmitted instantly and can be used in situations where talking on the phone would be awkward, such as in meetings or in public places. You can send links or URLs to Web enabled phones. Texting if fun for casual flirting and for building good karma with thoughtful messages and reminders. Busy people can become even more effective using SMS.

Commercial SMS

We are only beginning to see the emergence of SMS marketing in the United States. For instance, TV shows such as American Idol have used it successfully for voting. The millions and millions of responders are evidence of its popularity and acceptance. Unfortunately, voting was only open to AT&T customers. The problem is that all the different carriers in the United States have competing and differing technology. Fortunately, there are companies like Synergetics (www.synergetics.org/sms) that make it possible to bridge the gap across platforms.

Think of the power of SMS with respect to marketing. There has never before been such a powerful means of marketing. Almost everyone carries a mobile phone these days. People don't leave home without them, and they are your constant companion. Accordingly, a marketer has the opportunity to reach customers at anytime any place.

It is important, however, that unlike email there is no SPAM involved. The customer must initiate and invite the contact and can opt out at any time.

In future articles, we will examine the various applications of SMS mobile marketing and take a look at how certain businesses have used it successfully.

Observations

SMS allows people to communicate quickly and concisely under conditions where it may not be possible otherwise. You can use SMS to send and receive information, make reservations, make contributions, send money, receive money, make money, and save money. We will elaborate on each of these topics in future discussions and show how SMS is a highly effective means of reaching a targeted market. Most consumers are enthusiastic about texting and find it fun. I predict that SMS will soon become the future of marketing. This back just a few years ago when most people didn't have a clue what www meant. Now, if a company has no Website, it has no credibility.

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About the author: Timothy S. Hillebrand, Ph.D. is a retired archaeologist who has a newfound passion for mobile technology and has published hundreds of articles on the subject. His most recent passion is SMS. To find out more about text messaging for fun and profit, visit his SMS Blog.