According to a test study funded by Ericsson, SMS marketing can pay serious dividends. When 2,500 volunteers in a small Swedish town were sent a discount McDonalds offer by SMS, 25% took it up. The restaurant became the top-selling McDonalds in Sweden.
The volunteers in the study, which was called ‘e-street’ and carried out by research firm Makitalo, were also able to shop after closing hours and order virtual cinema tickets over the Internet.
Although the scheme clearly highlights the strong potential of SMS marketing, it’s worth sounding a note of caution. The study took place in a small town, where the offers could easily be tailored to suit people’s geographic locations. Roll-out on a national or international scale would also require mobile location technology, to take into account which shops and restaurants people are near to.