Writing his guest column at the Mobile Marketing Magazine, Richard Webster writes about how SMS and intelligent targeting can produce great results:
The key to unlocking the real potential for customer recruitment lies in understanding more about them and having the ability to interact with them directly. The availability of mobile data, and the intelligent application of it, is absolutely critical to SMS campaign success. Analysis and careful selection can be carried out before broadcast, and afterwards, with detailed responder profiling.
[...] With intelligent application and targeting, SMS messaging can enhance a brand, and produce great results. Furthermore, it is cost-effective, measurable and intuitive: lifestyle data in particular has a wealth of additional variables, because the way in which the information has been volunteered allows for the fine-tuning of campaign targeting like no other data can.
[...] here is a pipeline for immediate, measurable and targeted communication bursting with potential, and waiting to be exploited to the full. Delivery of message, capture of response, trackability of source-to-sale at a low cost-per acquisition: the next big thing for mobile marketing is the application of data. They say there is no idea so powerful as one whose time has come: so get targeting, get texting.