could txt work? I think if they make it fun and I’m not just a number in a segmented database… @nroy

I guess, bottom line, most people don’t want text messages from marketers unless they’ve asked for them. Texts from companies can serve good uses, such as Don’s example of updates from an airline while his daughter was traveling. But that’s more of a customer service function, although it all relates back to good relations with the customer.

Don’s other example of McDonald’s texting back a coupon is something the customer solicits. Unsolicited or blatant selling messages by text seem to be, to most people, more of an annoyance and intrusion than a convenience.

Marketers will continue to explore this space, but they need to be cautious in how they try it.

The only texting ads I have received are:
1. from an airline where my daughter signed me up to get them as she was in transit. I don’t mind them — it’s a good thing — they could toss a quick message on the end I guess and I wouldn’t care (10% off your next flight if you …)

2. from sprint my carrier — I find them intrusive and I did ask them to stop

I don’t pay for texting I do pay for cell minutes and I am offended to get any call I didn’t ask for. If I paid for texting I’d feel the same. I think more and more we don’t pay for texting on average.

NW Guy, thanks for the suggestion. If I have an issue I’ll try it.

The other place I see texting is voting — idol, player of the game, etc. I don’t know what they do if you do one of them as I’ve never tried and probably won’t. That is using texting the other way to make people feel like they have an investment in the outcome. Maybe a part two of this article discussing “outgoing” consumer texts in marketing. I heard that ast Pistons basketball games they text back a McDonalds coupon if you text in your player of the game vote at the same time as they confirm your vote.

Thanks David for a great discussion.

The typical approach to receiving informational alerts is a double opt-in. You text a phrase to the number (single opt-in) and then receive a reply that asks you to confirm that you want the messages (double). The confirmation text is also used when you sign up for alerts online. This is to avoid the issue of a “friend” signing you up for the alerts.

If a consumer is offered something (a coupon, a timely alert, tips or other information) that is useful and/or helpful to them it is not really marketing in their mind. For example, I get a text message with a free movie rental every month from Redbox (that I signed up for). When it arrives I am thinking, “Yeah, it is free movie night.” Not “Oh great they are marketing to me.”

It is up to marketers to create enticing text message campaigns that are valuable to consumers.

Oh, and no text messaging should EVER be sent without explicit permission. Soon enough there will be laws against it and for now there are guidelines set forth by the Mobile Marketing Association.

Kim Dushinski
Author of The Mobile Marketing Handbook

I had a situation with the Luxor (in Vegas) last year (2009) that totally turned me off. They had apparently taken my phone number from a visit the year before (2008) and started texting me every week with promotional texts. I NEVER gave permission and I had to call their Sales/Advertising office threatening them to make it stop.

My fear is marketers will look at text marketing they same way they do email marketing. You legally DO NOT need permission for email marketing (it’s just smart to do so). CAN-SPAM doesn’t mention permission at all either. So, if they have your cell number, they will just start texting away…

The other issue is it costs ME money to receive a text message. If I am paying for it, it better be a damn good message with a way to make the money I paid to receive it back. You know?

I believe there are some Federal regs around texting, but I don’t remember them offhand… anyone know ‘em?

In my opinion the biggest opportunity with texting today is in two-way texting to create dialogue with customers. We are an agency who as partnered with a provider of two-way texting services and creating some great ways to engage customers in campaigns, provide information and relevant content at point of purchase, reduce customer service and support costs and whole range of other ideas. The deeper we get into, the more ideas there are. It is a huge opportunity.

Text updates for brief informational updates seem to be acceptable, but not so when the message becomes too marketing-oriented. That’s the fine line marketers will have to find and be careful not to cross.

Anyone know of examples where the line has been respected, yet the messages help the marketing or p.r. effort?

It would have to be opt in — but ringtone companies and game companies already do it … the younger crowd will be more open to it than us old guys are I think.

What about the do not call issues? Do they come into play here?

I believe text message marketing must occur with users opting in. It would be interesting to see some statistics on how high the opt out rate is after the first text.

This post was mentioned on Twitter by BethHarte: Can Texting Work As a Marketing Tool? http://bit.ly/c8WC2W Today’s Daily Fix post from @davidreich….