This article discusses declining effectiveness of web advertising and the rising potential of SMS marketing as an alternative channel.
The Problem with Web Advertising
“Spray-and-pray advertising doesn’t work.” Targeted, well-timed communications matter in mobile marketing.
Research from Accenture surveyed 28,000 consumers across 28 countries, revealing significant consumer frustration with digital ads:
- 42% would pay to eliminate advertising interruptions
- Over 60% are aware of ad-blocking technology
- Consumers cite “too many ads are poorly targeted” as their primary complaint
- 66% of users aged 18-24 know about ad blockers
Fighting web advertising is “a losing battle,” comparable to the music industry’s struggle against digital distribution.
SMS Marketing: The Opportunity
Conversely, messaging platforms like WhatsApp and Facebook Messenger are seeing growing adoption. However, success requires messages to be “timely” and provide “valuable information or a proper incentive.”
SMS will become “one of the most important parts of the marketing messaging layer for years to come.” The key is delivering value, not interruption.