Perhaps it
SMS Marketing Hampered By Consumer’s Footing The Bill For Ad?
Summary:
Perhaps it
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I changed service providers when I started getting text ads and they told me I could not turn off SMS reception entirely. I don't text a lot, and when I do, it is for an emergency, so the last thing I want are ads – especially on a medium that should have died a long time ago and been replaced with IM even on mobile phones.
The problem with direct consumer SMS Marketing is that the majority is NOT requested by the consumer. The practice of sending unwanted (not requested) advertising information gives a very bad image to the companies that do not send information UNLESS it is requested from the consumer. Consumers should never have to pay for an ad that they did not request.
SMS advertising within the existing SMS infrastructure will only succeed in a limited way – as a CPM branding play.
I haven't seen any results of successful measurable – CPC or CPA – SMS campaigns. Nor has Google, which is why they gave up on their SMS advertising efforts and focused on building a mobile platform where they can apply what they learned from web advertising. That is, where they can build a platform that can deliver multiple ad types and measure and track the results.