TEXTING 1..2..3..!
VOL-XIII-6
Jim Boldebook
4/20/08 Copyright © Jim Boldebook (for June 2008 Issue of Dealer Magazine)
Don’t worry if your kids seem to be ‘all thumbs.’ They’re just engaged in the next generation of communication…text messaging. And with those tiny space age ‘communicators’ they’re using, it’s pretty difficult to use the standard full-fingered typing format…two fingers will do. In fact, two thumbs will do even better. Seems the young folks have even come up with a complete new dictionary as well. Texting lingo is a form of shorthand to minimize the thumb strokes and confuse the uninitiated (read: parents) as well. Generations X, Y, and Z have discovered their own wireless coding system and they love it. They’re texting at work, at home, at a party, on the subway, in class, and even at the dinner table when the adult conversation gets a little boring. But it’s not the personal text messages that has the advertising community enthralled, it’s the limitless marketing opportunities to send full-color static ad messages as well as video ads to the personal communication method of choice of the new generation.
I caught up with one of the innovators of Text Message advertising at the recent 4th Digital Dealer Conference and Exposition held in Orlando to gain some insight into this fascinating new ad medium. Travis Priest is the CEO of Sundrop Systems, Inc. He’s a graduate of Old Dominion University with a Bachelor of Science in Computer Science. Mr. Priest began his career in information technology in 1993 as a computer systems analyst at NASA Langley Research Center. Along with fellow NASA employees, he co-founded Unified Research Laboratories (URLabs) in 1996, and developed patented Internet filtering technology. That company was subsequently sold to Symantec Corporation. In January of 2007, Mr. Priest founded Sundrop Systems to develop point-of-purchase, interactive digital signage sytems for retail and professional locations, as well as a unique new Text Advertising system.
JB: Travis, what is text messaging?
TP: Think of text messaging as short e-mail messages on your cell phone. Each message is limited to 160 characters and is typed in using the letters on the phone’s keypad. You’ve probably already seen people in meetings, movie theatres, elevators, and other places tapping on their cell phones – most likely, they’re sending text messages to someone else.
JB: Is this ‘texting’ feature available on all cell phones?
TP: Over 86% of the US population aged 13+ owns a mobile phone, and the overwhelming majority of these phones have text messaging capabilities. As a country, we send over 1 billion text messages daily, and worldwide there are over 2 billion text messaging users.
JB: Is it just the young folks who are ‘texting’?
TP: Texting is not just for kids anymore. Young adults aged 18-35 are the primary users of text messaging, with an average of 55% of all US adults in that age bracket claiming to be at least occasional users of the service. In the 35-49 age bracket, 25% of adult cell phone owners are at least occasional users, with usage falling off dramatically after that. The younger the user, the more likely they are to use text messaging for daily communication. It’s also widely used as an information service, such as alerts from political campaigns, breaking news headlines, and some interactive marketing campaigns.
JB: Okay, give me an example of how a car dealership might integrate ‘texting’ into an ad campaign!
TP: I’ll give you two. First, as a “salesman in a box” for shoppers that come on-site after hours to look around, text messaging creates a convenient follow-up mechanism that will help capture sales that might have otherwise walked away. On, or near the window sticker, you might have a sign that says: “For more on this car, text ‘DEALER + STOCK# to 32757.” Shoppers that do would receive an immediate thank you response, and a salesperson could follow-up the next morning with another message pointing the requestor to more information. The reminder and re-engagement will encourage follow-through.
JB: And the other idea…?
TP: Consider the dimension mobile marketing can add to a simple contest. Advertise your contest in broadcast, print, and direct mail media, and accept registrations via text messaging. Remind contestants a few days before the event that they are involved, and invite them to your store to browse your inventory. Announce the winner using text messaging, then follow-up sometime later with a second-chance offer or announcement of a new contest. A simple contest has turned into multiple touches – the call to action, the registration response, the event reminder, the winner announcement, and the follow-up invitation. It’s not often that one media spend can yield so many repeat touches.
JB: How ‘big’ do you see ‘texting’ of ad messages becoming in the next 5 years?
TP: With over 2 billion subscribers world-wide, text messaging is already the most widely used mobile data service on the planet. Ironically, the United States trails other countries by several years in text messaging penetration rates, so there is still plenty of room for growth. Some countries have text messaging usages rates above 90% -- for the entire population, not just the younger demographics!
JB: You are deeply involved in the development of texting as an ad medium with ‘myTXTRA’, which you’ve trademarked. What are your greatest opportunities?
TP: The growth of text messaging is akin to the growth of Internet e-mail, and spam is a huge concern to all stakeholders: consumers, carriers, and advertisers alike. Currently, text message open and response rates are incredibly high because the devices are with us everywhere and there is very little spam. Everyone would like it to stay that way, but we live in the real world. We see an opportunity with myTXTRA to help advertisers engage consumers through this new media while giving consumers the peace of mind that if the communication becomes unwanted, they can “opt out” at any time. The myTXTRA service offers advertisers turn-key mobile marketing campaigns that even the smallest advertiser can afford while acting as a “firewall” between those advertisers and the consumer. Advertisers have learned from years of experience with e-mail that consumer response rates will increase when they trust the communication mechanism, and myTXTRA provides that trust relationship.
JB: Where can someone get more information on ‘texting’ and mobile ads?
TP: We maintain introductory resources for advertisers on http://www.mytxtra.com and readers are welcome to email me at tapriest@sundropsystems.com
JB: Thanks Travis!
Oh, and by the way (your kids are going to hate me for this), If you’d like to know what a text message says, try this nifty ‘lingo’ translator: www.lingo2word.com. Type in a CODED text message, such as ‘hy mn dnt tel yr parNts prT@ mi hous 2nyt @8’ deff ht.’ And find out what it really means! Then, if you want to really be cool, Type a message in real English into the translator and see how to properly communicate: ur nt gunA pRT 2nyt. 2 mch hmwrk!
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