Banners & search ads can remain unclicked, emails can go unopened, telephone sales people can get hung up on, but people can’t resist the urge to whip out their smartphone for a quick check of the latest text message.  And I’m no different.  If I get a text message, my attention immediately pivots to my iPhone.

Just a couple of months ago, the Guardian reported that texting in the UK was now more popular than face to face communication.

I understand my personal weakness for the “text fix,” so I’ve decided to stay away from juicy SMS opt-in offers-to keep myself from descending into dystopian info overload.  Let’s see how long that lasts!

For marketers, text messaging has been a staple of the mobile marketing toolkit for a long time.  And, the appetite for text remains strong as almost half of UK consumers (48%) recently said they would be quite likely or highly likely to respond to text offers if they were sent to them from a company they had purchased from. A further 49% claim that they would be quite or highly likely to opt in to join a text offer list.

Text messaging has been effective within the non-profit world as well, with text-to-donate campaigns proving highly successful for the Red Cross in Haiti, etc.  More recently politicians have discovered the power of text.  The Obama campaign, for example, narrowly beat Romney in the “donation arms race” in August.  According to the Washington Post, one of the key drivers of the recent Obama surge (he had lost the previous three months) was the introduction of text-to-donate technology.

Text messaging might seem a little old school, but it shouldn’t be underestimated…

How are you leveraging text messaging for your business/non-profit/political campaign?

Photo courtesy of Pierce Mattie PR NY