Some 25 percent of U.S. firms involved in interactive marketing also are using one form or another of mobile techniques, says Neil Strother, Forrester Research analyst. In 2009, about half those firms will have increased their mobile marketing spend.
Text messaging likely is a key part of most programs, in part because it reaches nearly every mobile phone. VeriSign, for example, says that in the second quarter of 2009, it delivered a total of 94.8 billion messages across its combined mobile messaging platforms for an overall growth of more than 82 percent from the second quarter of 2008.
VeriSign delivered 178.8 billion messages worldwide in the first half of 2009. To put this volume into perspective, it translates to 26 messages for every person in the world (roughly 6.7 billion).
The daily average number of messages enabled by VeriSign's combined mobile messaging platforms broke the one billion mark with approximately 1.04 billion messages per day, on average. This represents a 12 percent increase from the previous quarter and an 83 percent rise from the second quarter of 2008.
In total, VeriSign delivered 93 billion person-to-person and 1.8 billion application-to-person messages in the second quarter of 2009. As a rough calculation, if one assumes half those messages were "marketing" messages of some sort, while perhaps the other half were "informational" messages not strictly of a marketing nature, then about one percent of all text messages were of the "marketing" sort.
If one assumes all the application-to-person messages are business messages--content delivery, reminders, notices and so forth--then a bit less than two percent of all text messages had some direct business purpose.
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