Jonathan Hu’s blog “333-0 *Rogers has sent an attachment*” introduced a new advertising method launching by Rogers. This method allows marketer to send advertisements to its nearby subscribers through one to one text messaging. Though this new program, Rogers hopes to help its users to get in touch with their consumers in a more intimate way and thereby increase store visits.
Since this is a new program, there are many uncertainties and many aspects are somewhat debatable. As one of many questions that Jonathan asked in his blog, a main concern about this new program is how many people will actually be using it. The article suggests that subscribers are given a choice to receive texts or not. Even though research shows that more than half of the subscribers are willing to receive these texts and nearly half of them are willing to visit the stores, it is questionable that how many of these people will actually do what they state. It is not always the case that when a person pass by the store, they have time to go visit. When these people who receive the messages are not free(not unwilling) to visit, these advertising messages become a disturbance.
Research shows that advertising messages with high relevance are more likely to attract people’s attention and create a better brand image. Consumers develop a better view on brands in the advertisement that they can spontaneously recall, but what happens to the brands that consumers are indifferent and unaware off? Will these advertisements result in negative effects on them considering the disturbance that the texts generates?
I believe that these messages will work, but only with careful research and targeting. Sorting of message may be useful to reduce annoyance that consumers feel.
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Related blog by Jonathan Hu: 333-0 *Rogers has sent an attachment*
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