Text marketing gets message into hands of on-the-go consumers

KANSAS CITY, Kan. – July 8, 2009 – Reaching a target audience through text messages on their cell phones is a growing trend in the business world, from realty agents to restaurants. Marketers create a short word or phrase that consumers can text to a five- or six-character number. They then can receive an automated response from the business of interest, such as details on a home that is up for sale.

“Texting can help businesses attract more new customers, as well as increase the number of repeat customers,” says Anthony Santaularia, president of the Kansas City-based text messaging service SansMobile. “We also provide Realtors with the cell number of the potential buyer so they can follow up with them.”

The texting approach is still relatively fresh, and companies considering it are advised to use text messaging in conjunction with their existing media. They also are urged to actively promote the service, such as by inserting the key word into advertising materials and on their website; constantly update the message, as consumers will get tired of receiving the same one multiple times; moderate the volume of texts to avoid overload; and have a thorough understanding of how much the service will cost the business.

Source: 
Kansas City Star (07/06/09) Goforth, Alan

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