December 10, 2008
Nielsen: Text Marketing on Rise
President-Elect Barack Obama's "V.P. pick" text message remains the most notable example of short-code marketing in the U.S. But according to a new report released by Nielsen's Telecom Practice via AdWeek, Americans should expect to see more text-message marketing in the future.
Given the immense popularity of texting in the U.S. and abroad, it's not surprising that marketers have ramped up their use of the medium to engage their customers -- where there's an audience, marketers are not far behind.
So far, Nielsen's report notes, marketers have used short-code marketing in a tight but creative range of ways: from simple information messaging, to rewards programming, to couponing, and even direct SMS purchasing.
Short codes are also changing the way Americans engage with traditional media. Participation TV falls into this realm -- with American Idol being the most prominent example of viewers engaging with a TV program over text messaging. And radio listeners are also increasingly being called to action via text message.
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