sms logo, digital marketing paradise, The Myndset brand strategy

When looking at the ever evolving improvements made to the Gmail interface (my primary email client), I shudder when I think about the unprotected SMS inbox.  As a consumer, we are basically defenceless.  As such, the text message could become a digital marketing paradise, compared to the email.  Yes, there’s a cost to each text message, but the empty inbox should provide a tempting space for marketers.  All the more so because the SMS inbox is a more personal space on my smartphone.  And we all know how hard it is to change mobile service providers (and how very inconvenient it is to change telephone numbers).

Primitive SMS inbox

texting, digital marketing paradise, Myndset brand strategy

Gmail and most email clients provide ways to sort and prioritize incoming email.  The spam filter stops endless pleas from Nigeria and other unwanted harrasments.  Moreover, it learns from the way you deal with certain senders.  There is usually a (more or less circuitous) way to unsubscribe to an email newsletter.  SMS, on the other hand, is as primitive as it was when it first appeared — no matter the operating system you might use.   Admittedly, the volume of SMS on my phone remains reasonable (no more than 10 per day).  Compared to my email inbox, that’s virgin territory.  But, when you hear about 18-24 year olds who send on average 2,022 per month, you know that the inbox could become much more crowded.

SMS client: new functionalities required

Why is it that there is no extra functionality in the SMS inbox other than reply or delete?   I’d be all the more upset about the horrible interface if I were sending and receiving 80 messages per day on that small screen.  About the only interesting thing I have seen come out of the SMS space is the ability to cross over between my mac and iphone thanks to iMessages.  Otherwise, the SMS inbox feels much like it has since its inception.  I would love to have a way to indicate spam, unsubscribe or file incoming messages.  Wouldn’t you?  {Click to tweet if you agree!}  If you hear of any such services, do let me know.

Digital marketing paradise (or nightmare)?

SMS received, digital marketing paradise, Myndset brand strategy

Until such functionality arrives, the SMS would seem like a digital marketing paradise, and potentially a consumer’s nightmare.  Obviously, there is the question of the ROI and the conversion rates, about which I remain ignorant as I have never delved into SMS marketing, personally.  On the other hand, without spam filters and no easy way to unsubscribe, I can imagine that, in the wrong hands, some marketers will find ways to pollute our SMS inbox.

One of the big benefits of the text message these days is that, like Twitter, the message must be short form.  And because it arrives more often than not on a smartphone, a link is clickable.  With geofencing options growing, the SMS may be a handy device for retailers on the high street.  Some businesses are using the text message more regularly and some with good effect — I cite a clever hairdresser chain in Brighton who sends useful reminders for appointments.  What is clear for me is that, in order to be successful over the long haul, SMS or text messaging marketing should be careful to respect the personal nature of one’s SMS inbox, otherwise, one may be quick to feel like one’s space has been invaded.  In the meantime, don’t you agree that we should get some new functionality to protect ourselves?

Your thoughts and reactions, please?

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