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This week we saw lots of discussion on the growth in SMS messaging. We believe the growth in popularity of SMS increases its potential as an effective permission-based mobile marketing strategy.

MobileMarketingWatch starts us off with a great infographic that illustrates the growing power of SMS in their article Awesome Infographic: The Rise And Ubiquity of SMS In The US And Worldwide. As the saying goes, a picture is worth a thousand words, and this infograph says loud and clear that texting is big, really big.

Om Malik of Gigaom certainly thinks texting is big. In Why We Never Talk Anymore, Malik explains that he relies on texting to keep connected with colleagues, family and friends because “Text messages get their attention and get me a quick response.” Commenting on recent research from Nielsen Company that shows how texting is preferred by those in the under 24 age ranges, Malik notes that as those digital natives age, they will continue to favour texting over voice. Why? Because texting, he says, is “immediate, simple and easy. More importantly, it has the intimacy of voice and the efficiency of email.”

Reporting in from the U.S., KVAL.com also cites the Nielsen report on the growing importance of texting to the under 24s in Tweets and texts replace taste for talk? Speaking on behalf of millennials, university student Jason Bernert believes his generation “is more awkward when it comes to that face to face interaction.” They are much more comfortable relying on messaging, tweeting, Facebook and other social media channels as their primary means of communication, spending “up to 7.5 hours a day on cell phones or social media sites” according to Nielsen.

In Top 5 Mobile Advertising Trends To Watch Mashable connects this appetite for texting with a growing potential for mobile marketing based on SMS messaging. The article suggests that one reason mobile marketing campaigns are showing high conversion rates is the fact that texting is an “opt-in marketing channel.” Other key factors in support of text messaging are how quickly the messages get through and that 99% of them are read by the intended recipient. As the author says, “The immediacy of SMS is currently unparalleled by any other marketing channel.” We would add to these advantages the fact that advertisers can rely on consumers’ known preferences to reach the right audiences with the right messages. Providing content that is relevant to recipients’ interests and lifestyles will keep them feeling valued and willing to interact.

Speaking of relevancy and reaching people with the right message on the right channel, check out Sagema’s blog at UTalkMarketing.com. The author draws on the study of proxemics (personal interaction space) to underscore the importance of respecting the personal nature of mobile phones. While unsolicited messages may be tolerated on some of the digital channels, Sagema warns, “My mobile phone however is far more personal and not a channel I’d welcome un-solicited messages on.” Comparing a mobile message to a “whisper in your ear,” the author emphasizes that mobile is “a great channel when the message is very relevant and personal.” We agree completely. Mobile messaging is a powerful tool for marketers, one that is growing in importance. But it must be handled with care and respect for the very personal relationship folks have with their mobiles. To be sure they are building relationships and not undermining them, brands must rely on a permission and preference based mobile marketing service.

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