Thank you for your comments. There are many American companies engaged in text message campaigns. Notably, Frito-Lay, Clear Channel Radio, and Maybelline New York, see (www.hipcricket.com/clients/asp). Additionally, feel free to consult: del.icio.us / QuiverandQuill / mobile for relevant subject matter.

You make an excellent point regarding a tension between personalizing messages in a mobile channel and appealing to a mass audience. One solution is the way that messaging involves the participant. Conceptually, there are a few questions worth asking before launching such a campaign. Is it enjoyable? What’s at stake for the user? Does this utilize the portable, live, and measurable attributes of an SMS campaign?

I think we’re in the if/then stage of mobile marketing. If you text, then you will receive xyz. However, as we evolve to communities that better support text messaging, once text messaging becomes fully integrating into our culture, we will transcend this binary form of marketing. We may arrive at a place where our relationships with brands are rewarded through mobile interactions, which will have daily relevance to our lives. At that point, mobile marketing becomes our way of expressing ourselves, rather than our way of being targeted.

I appreciate your feedback and enjoy your blog coverage in Brand Central Station.

Thanks for this post. I’ve added it to my list of blog posts marketers should read on “Much Ado About Marketing”, my blog about blogs about marketing.

I’ve always been curious about SMS/text campaigns … is it easier to reach a “burnout” point with consumers on this kind of thing? How do you keep someone engaged?

Personally, I see a great advantage to texting a friend or colleague - but that’s a one-on-one relationship. I wouldn’t think mass texting would have the same kind of appeal, does it?

I’m relatively unfamiliar with successful text campaigns and would like to hear more. Please post them here or feel free to e-mail me directly with your thoughts.

Thanks again,

Mike Bawden
Brand Central Station