UK business urged to engage in mobile marketing

A new white paper has predicted a sharp rise in mobile marketing across Britain as the proportion of British consumers using a mobile phone reaches 93%.

The white paper, released by SMS marketing platform Textlocal, illustrates how more than half the population (37.2 million consumers) have opted to use SMS and mobile communications as their preferred choice for receiving notifications from businesses.

This number is predicted to rise to 48.7 million in 2020, making SMS the fastest growing marketing channel in the UK.

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The growth in smartphone usage and technological advancements has radically transformed the way British consumers behave and how businesses engage with them. Ofcom estimates that 93% of the UK’s population now own a mobile phone, with the majority keeping them to hand for more than 16 hours a day.

The growing influence of the medium is also highlighted by the fact that 98% of branded or business-related texts are opened by mobile users, with 90% being read within three minutes of receiving them, according to Textlocal.

The report goes on to highlight that 23.5m people will respond to a business text message in 2017 and that 7bn texts will be sent this year alone.

Despite these findings, only 50% of businesses surveyed are currently using SMS as part of their marketing strategies.

To help manage the growth in mobile and SMS marketing, new General Data Protection Regulations (GDPR) are set to come into force in May 2018.

This will ensure businesses looking to engage in SMS marketing are compliant and have appropriate platforms and permissions in place when doing so.

Jason Palgrave-Jones, managing director of Textlocal, commented: “Britain is fast becoming a ‘mobile first’ society as mobile phones are often the first and last thing people engage with each day.  By their very nature, mobile phones are to hand and provide an unrivalled platform for brands to communicate directly with their audiences.  These are exciting times for those involved in the mobile industry as the benefits to businesses and consumers are realised.”



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