In the article cited at the beginning of this post, the author boldly claims that “a major chunk of the population is already registered with the DND.” First, there is no clear statistical research backing up this assumption. Second, in the U.S., the Do Not Call registry protects consumers from just that — unwanted calls. It’s designed to prevent telemarketers from harassing consumers. This has absolutely nothing to do with text messaging. Now, if for some reason you do find yourself receiving unwanted text messages, you can file a complaint. But, knowing the permission-based nature of this marketing method, you may never confront this issue.
Ok, well almost everyone — 90 percent of all text messages are read within three minutes of being received. This isn’t just a fluffy statistic. Recent research gathered by Dynmark.com also suggests that “almost one third of of those targeted with SMS advertising campaigns respond to the correspondence; with almost half of this group going on to make a purchase.” This research totally speaks for itself. And yes, U.S. citizens can register with the do not call registry, but this has nothing to do with the sending and receiving of SMS.
A single SMS message has a maximum size of 1120 bits. This is important because there are two types of character encodings, GSM and Unicode. Latin-based languages like English are GSM based encoding, which are 7 bits per character. This is where text messages typically get their 160 character per SMS limit. Long messages that exceed this limit are concatenated. They are split into smaller messages, which are recombined by the receiving phone.
Mobile marketing differs from most other forms of marketing communication in that it is often user (consumer) initiated (mobile originated, or MO) message, and requires the express consent of the consumer to receive future communications. A call delivered from a server (business) to a user (consumer) is called a mobile terminated (MT) message. This infrastructure points to a trend set by mobile marketing of consumer controlled marketing communications.