How open is my consumer to the idea of receiving Brand Marketing SMS on her cell phone?
Probing their openness to the idea of accepting brand communication on their cell phones, the respondents portrayed a very positive picture. 66% are willing to accept advertising through SMS on their cell phones. The willingness is more amongst students and the younger age group i. e 15-24 years than that amongst working executives and those in the higher age group. Males are more willing to receive marketing SMS than females. Avoidance of SMS (termed as deleting the SMS without reading it carefully) is much lower for this medium compared to the conventional media. 32% are in the habit of reading every SMS that they receive; another 53% hardly ever or only sometimes delete the SMS without reading carefully. In a scenario where television, print, cinema, etc all have high ad-avoidance, this is a very critical media. One more noteworthy fact stays that apart from E-mail, SMS is the only medium that allows Permission Marketing. While the students are open to receiving advertisements throu
