With the BBCs Panorama programme exposing another scandal involving premium rate phone and text competitions last week, this time involving the GMTV breakfast show, Robert Thurner, Commercial Director at mobile marketing agency Incentivated, says he believes these headline scandals are in danger of overshadowing the benefits of text message interaction with traditional media. Thurner points out that most such services are not premium rate, but either free or charged at the rate of a standard rate text message.
They are run for marketing or customer service reasons not to generate revenue says Thurner. Text messages are the most direct form of non-verbal communication, as well as being the most likely to be opened – 95% of texts are opened compared with 25% of emails, according to the IAB. When used appropriately, text messaging can perform important tasks that no other communication medium can.
Thurner point out while early-stage industries such as mobile services often attract companies seeking to make quick profits, long term players take a responsible attitude to growing the sector through self regulation and the development of best practice guidelines. Codes of conduct developed by the Direct Marketing Association, Institute of Sales Promotion and Mobile Marketing Association, as well as the existing rulebook developed by the Advertising Standards Authority, are very clear in such cases. And together with the premium rate regulator ICSTIS, he says, they have teeth.
Text messaging has become a major part of everyday life, with an average of 138 million texts being sent each day says Thurner. This is the latest in a series of allegations concerning the use of premium-rate phone lines by TV stations. They are no doubt causing the public to become suspicious of text messaging services, as well as promotions and competitions, and could undermine all the positive work currently happening in the industry which should not be ignored. Legislation is in place to protect the consumer, and text campaigns that allow the public to make charitable donations, find safe taxis and even land a new job, prove the many benefits of mobile and text services. Offering the mobile as a medium for consumers to interact with brands and good causes that incite an immediate desire to respond and be involved is bringing traditional media to life.”