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It
is not just the media companies who are eyeing the
consumer through the mobile phone, it would seem.
Advertisers
have long had their eye on the cell phone owner and
found him receptive and willing to messages sent.
Intellect, the Research and Technologies Unit of Lintas
Media Services in association with Interactions, Lintas
Media Services, conducted an extensive research that
probes the psyche and the demographics of the SMS
marketing  consumers.
The study, conducted in February 2004 covered the
SEC A segment of Students and Working Executives/
Businessmen in the top 4 metros - Mumbai, Delhi, Kolkata
and Chennai.
These
are their findings -
The
aim of the study was to provide the advertiser with
a constructive understanding of his consumer's thought
process, experiences, expectations and acceptance
of SMS as a medium of brand communication. The study
says that a huge potential exists as far as communicating
consumers via marketing is concerned and this is evident
from the fact that only 14 per cent of the respondents
have been exposed to advertising through SMS. An untouched
86 per cent have yet to experience a brand communication
on their cell phones. Of the ones that have been exposed
to such a communication, about 97 per cent have read
the actual message before deleting it, a favourable
36 per cent also acted on the message after reading
it. This depicts the readiness of the respondents
to be a part of the entire communication process.
 Probing
their openness to the idea of accepting brand communication
on their cell phones, the respondents portrayed a
very positive picture. 66 per cent are willing to
accept advertising through SMS on their cell phones,
the study says.
The
willingness is more amongst students and the younger
age group i. e 15-24 years than that amongst working
executives and those in the higher age group. Males
are more willing to receive marketing SMS than females.
Avoidance
of SMS (termed as deleting the SMS without reading
it carefully) is much lower for this medium compared
to the conventional media. 32 per cent are in the
habit of reading every SMS that they receive; another
53 per cent hardly ever or only sometimes delete the
SMS without reading carefully. In a scenario where
television, print, cinema, etc all have high ad-avoidance,
this is a very critical media.
One
more noteworthy fact stays that apart from e-mail,
SMS is the only medium that allows Permission Marketing.
While students are open to receiving advertisements
through SMS anytime there is a promotion; male working
executives/ businessmen between the group 35-44 are
open to receiving advertising through SMS but only
with prior permission being given.
The
timing and frequency of reaching a consumer is very
important for any communication planning and the study
has explored these areas. About 30 per cent are open
to receiving advertisements through SMS anytime there's
a promotion. 34 per cent prefer being asked before
they are sent advertisements through SMS while 34
per cent prefer it not very frequently.
While,
17 per cent are open to receiving advertisements through
SMS more than three or four times a week, on the whole,
86 per cent are open to the idea of receiving brand
marketing SMS once a month and more.
There
is no specific pattern to the timing desired by the
consumers. Anytime between morning to evening is acceptable.
This is so since finally, the choice of opening the
actual message lies with the consumer. Over 66 per
cent feel that they do not have to see or answer an
SMS immediately when it is received.
Also
read:
Wireless
- the new Smart Money Spinner
A
step ahead...
'As
a broadcaster with 200 million viewers, we should
be able to control at least 50% of all value added
SMSs sent' -
Star India wireless business development head Sumantra
Dutta
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