Nearly a quarter of mobile phone users are likely to respond to a text message promotion, according to a survey in the USA by the Direct Marketing Association.

Twenty-four per cent have responded to a mobile marketing offer, making text messaging the most often responded to mobile marketing technique.

by Chris Thorneycroft-Smith, Associate Director, Eclipse Marketing

You don’t need me to tell you how fast the world of marketing is changing.

Classic mass marketing techniques that we’ve all known and relied on for decades, like exhibitions and advertising, are passé. In their place technology has given us some highly developed new tools. Databases and computerised systems and processes enable us to take a more targeted approach, gathering much more specific information about markets and customers.

With consumers becoming more sceptical of traditional marketing, we have to come up with even smarter ways of communicating with them. 

So, the old ways of marketing are dead. Long live the new ways. The market is changing and companies must change the way they approach customers and prospects.