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In addition to Coca-Cola and the Obama campaign, a number of other marketers appeared in Nielsen’s Q3 2008 Messaging Report.

• Papa Johns, Domino’s Pizza and Pizza Hut all allow customers to register ordering details online and then order pizzas over text message. Nielsen estimates that 552,000 AT&T and Verizon Wireless subscribers texted with Domino’s Pizza, 279,000 texted with Pizza Hut and 182,000 texted with Papa John’s in Q3 2008.

• Foot Locker sends special offers to its “VIP program” participants—they sent those texts to approximately 306,000 AT&T and Verizon Wireless subscribers in Q3 2008.

• Subway’s FRESHBUZZ service allows Subway customers to receive news and promotions via text message. Nielsen estimates that Subway sent these sandwich deals and news flashes to 212,000 AT&T and Verizon Wireless subscribers in Q3 2008.

Today, consumers look at every text message they receive. For marketers, that presents an immense opportunity, yes, but also an obligation to not contaminate this marketing and communications channel. Marketers should look at SMS and see an opportunity to engage with a core customer base in a new and unique fashion. Short code marketing has the potential of a mass medium but requires a personal execution. Short code marketing, perhaps more than any other advertising medium today, is as simple as a conversation. (source: Neilsen’s whitepaper)

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Mobile marketing is becoming less of an option and more of a necessity for brands trying to reach consumers in a personal and engaging way. (source: Mobile Marketer newsletter)

Check out the recent article from Mobile Marketer: “Go mobile now or regret it later”
http://www.mobilemarketer.com/cms/news/messaging/3882.html

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Supporting video from 2008 Fast Casual Summit: "Mobile Messaging"
http://www.qsrweb.com/video_gallery.php?v=1624

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"There is a massive potential in mobile advertising. When the right combination of consumer user experiences, consumer pricing that is close to free, technology enabling a more cost-effective end to end sms text marketing solution and market dynamics are all in play - the results can be the equivalent of an avalanche headed your way." (source: unknown)

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"According to the Mobile Marketing Association, in 2008, 89% of companies will use text and multimedia messaging to reach their audiences, with nearly one third planning to spend more than 10% percent of their marketing budgets on advertising in the text sms marketing medium. Text SMS Mobile Cell Phone Marketing is a low cost way for small business to advertise. Business can implement opt-in text messaging services and coupons with their loyal customers. Local restaurants text message the day's special to nearby lunch patrons. The cost of text sms marketing is fairly low." (source: Mobile Marketing)

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"Globally, there will soon be over 2 billion people that own cell phones, over 200 million in the U.S. Is your business ready to communicate to this market via text messaging? Mobile SMS Marketing is a direct, personal, and effective marketing medium, producing unparalleled exposure to your products and services." (source: unknown)

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Consider these statistics when evaluating why SMS text marketing should be a vital marketing medium for your business:

• Average age of texter is 38 years old, and the heaviest users are 18-29 year old.

• Consumers use text messaging more often than voice to communicate.

• On average 94% of text messages are read.

• 80% of consumers keep their mobile with them all day.

• When given a choice 39% of US consumers — 76 million people — prefer text messages to radio or TV advertising; however, only 3% of most marketing campaigns currently have a text component.

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Internationally recognized brands, large U.S. brands and even smaller brands all over the world are all cementing the notion that text messaging is an effective marketing platform. SMS is expected to generate close to $200 billion in global services revenues in just three years, according to ABI Research.

“If there was one universally broad trend we’ve seen emerge in 2008-09, it would be that companies nationwide are finally beginning to understand how cost-effective, targeted and ROI driven mobile marketing can be,” says Shira Simmonds, President of Ping. “We have seen a complete shift in the mentality of clients with respect to mobile marketing,” she explains. “What was once a fairly misunderstood form of marketing in terms of its pricing and strategy has now emerged as an essential marketing tool considering the significant role technology plays in the average U.S. consumer’s life.”

SMS is the leader in the mobile marketing space because it is the aspect that consumers are used to. The mobile device has become the lifeline for Generation Y, yielding significant opportunity for brands to capture and covet this audience. Companies ranging from Coca-Cola to Hawaiian Airlines to Jiffy Lube and Best Buy, are all taking advantage of short code messaging services by building a database of consumers for future re-marketing from the brand. They are marketing in a range of ways, including simple information messaging, rewards programming, couponing and even direct SMS purchasing.

In a recent Brandweek issue, a study was published showing that around 70% of CEOs said they would be testing mobile advertising in 2009. The mobile marketing game is now wide open for drastic growth. (source: Mobile Marketing & ABI Research)

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"Limited to 160 characters, text messages do not allow for elaborate communications. However, since nearly everyone carries a cell phone at all times, text messages are opened sooner, at a higher rate, and call to action is more frequently followed than email messages. The goal in a SMS campaign is to open a communication channel with the consumer. Once opted-in, a consumer remains in a managed database to allow for future communications. Common SMS campaign types: Voting, mobile coupons, WAP push, alerts, voting, text2screen, etc. According to the latest studies 53% of all mobile users text message." (source: unknown)