A consumer’s mobile through which they want to communicate with the brand is very personal lying within the boundaries of personal space.
Calling it right
Text messaging is a preferred means of communication and has replaced phone calls as a communication method. Wireless carriers handle more text messages than mobile phone call minute. Brands are communicating with target market in an intimate manner through SMS messages. Brands should be careful about what they send to consumers. As SMS marketing is a very personal form of communication it is very important for the brands to send relevant and rightly timed text messages to each consumer. For example if somebody is a vegetarian there is no point sending them a coupon for meat lovers.
For brands to carry out effective mobile marketing via SMS messages they need to take a deeper dive into the pool of consumers’ preferences and understand their