Text messaging is preferred channel for mobile marketers

Email and marketing solutions provider ExactTarget commissioned a survey of UK businesses, finding that almost three quarters (74%) of respondents preferred to use SMS messaging as a marketing tool.

The study also found that almost half (44%) of consumers said they would rather receive product information and other marketing messages through SMS campaigns than any other channel.

As well as promoting the benefits of mobile marketing, the study also suggests that companies in the UK are the best in the world at using multi-channel marketing to develop a relationship with potential customers.

Peter McCormick, general manager and co-founder of ExactTarget, said: “UK marketers are harnessing the power of multi-channel messaging more frequently and effectively than marketers in any other country.”