Ok, so I barrowed that from Karl Malden and American Express, but the point is that as a society we are very dependant upon our cell phones and it is only going to increase. The Center For Media Research reports that "Four Out Of Five Never Leave Home Without It"....
"82% of Americans never leave home without their phones, and 36% of people across the world (42% of Americans) say they 'cannot live without' their cell phone.
Overall, 23% of respondents across 11 markets, including 504 in the US, own more than two mobile phones. Americans are among the most likely to own at least two at 33%, along with the French (34%). Brits and Americans were the most likely to own a smartphone at 21% and 20%, respectively.
Synovate's global head of media, Steve Garton, said these small-but-powerful devices are so ubiquitous that by last year, more human beings owned one than did not!
Barton points out a unique opportunity for marketers in that "... most people do not think of phones as a media platform at all... (they) tend to classify the mobile phone differently to mainstream media like television, radio, print, outdoor and even the internet."
Our stations are just beginning Text Messaging campaigns and discovering that 94% of consumers immediatly open a text message....that is a huge action rate and as long as the message is vital and not fluff, they stay subscribed and you repeat marketing campaigns to them to get the exposures your client's product needs. This is becoming an additional channel in our "Air Force" arsenal to deliver impressions for those in the buying cycle and produce immediate results. I am excited about what we can do for our clients with effective radio campaigns paired with e-mail blasts, interactive banner displays on our sites and in our Rewards programs, and now text messages. Have you developed plans to deliver integrated marketing like this to your clients?