We all do it, whether we try to hide it or allow for all to know. Sometimes we feel guilty about it, but mostly it’s our favorite past time. Some are obsessed (perhaps even most) but really, it’s just the best way to get it all out. Perhaps you guessed it? I’m talking about texting. The growing communication phenomenon that has created this new generation of “thumbers” to communicate largely through T9ed abbreviated messages (of course, I use perfect grammar) via our cellular devices. Texting has blown our communication culture to new levels, providing simpler, time effective, ways to tell your neighbor to stop mowing their lawn at 6 in the morning. Almost every individual in the United States has a cell phone, which is carried with them at all times, in any circumstance. However interesting this is on a psychological and social level, texting usage provides a perfect medium for marketing (well, perfect for the marketer, anyways.)
In an article by Michael Bush (from Advertising Age), we begin to understand the massive opportunity this medium would be if only they could figure out how to use it effectively. Since cell phone usage is the one of the most personal forms of technology that consumers use, a mass text to cell phone carriers would probably not go over well. This is the main obstacle for marketers. Bush quotes VP-public affairs for the wireless association, that if producers provide consumers with a choice of interaction an opportunity of incredibly personal communication will be obtained. As tempting and brilliant this idea is the bottom line remains: who wants to receive ads by text message? And really, who would respond?
Though it seems that marketers are stuck in a rut, I have full confidence that someday soon we will be receiving some sort of ad on our blackberries, iphones, (other not-so-flashy-cellular-devices), and droids. Not only is this changing the way we are able to freely text our friends, families, loved ones without interruptions, but this revelation could lead to additional marketing breakthroughs. Since the sale of advertising is one out of two ways to make money in media, this is a medium that will be capitalized to its fullest potential. Get ready to see some changes. They will find a way.
-Hope
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