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Consumer and Business Owner Attitudes to Text Marketing

Text marketing is receiving attention as a new way for businesses to market their goods and services to an increasingly textliterate public. This study investigates the power of the SMS channel as a marketing tool. A review of the literature identified eleven opportunities and five challenges for text marketing. A simplified pre-test – experiment – post-test experimental design was used to assess attitudes of business owners and consumers. Ten text marketing campaigns were conducted to provide participants with common experiences in the use of SMS as a marketing tool. The study validated suggestions in the literature or results of other studies – high response rates for SMS marketing, importance of ad content, and potential for viral marketing. Generally, consumers were more receptive to text marketing than the business owners. The results of this study will be of interest to e-marketers and businesses, especially SMEs, considering using SMS for marketing purposes.