Text exchanges are a new form of digital advertising that allow brands to communicate with their users through text messages, email and other mobile apps.
In the past, these types of online marketing campaigns were mostly targeted at businesses, but now there’s also a growing focus on social media, where brands are increasingly focusing their marketing efforts.
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Article Continued BelowThe Globe and Mail’s technology editor, David Joly, has been following the trend and exploring how companies are using text exchanges to engage with their consumers.
The main goal of these types the ads is to deliver a message that the brand is important to the user, he said.
“You want the user to feel connected to you, that they are part of the brand and that you are part with them,” he said, adding that brands should have an overall positive relationship with their audiences.
In the U.S., companies have been using text-only campaigns in the past several years, with a majority of them targeting brands who were in a position to grow.
The most recent study from Pew Research Center found that the majority of brands said that they had used text ads on social and digital media in the last year, up from about 44 per cent in 2012.
However, text-focused marketing campaigns are more targeted to younger consumers, while brands are more likely to reach older consumers, said Chris Wood, head of digital at advertising agency Digital Media Research.
Wood said there are two types of text-based ads: one that’s targeted at younger audiences, and one that is targeted at older audiences.
Advertisers are trying to understand how these two types work, Wood said.
Text-only ads are more focused on young audiences, which is why they’re more likely than text-oriented ads to be targeted at them, he added.
“There’s a difference in targeting that’s based on age and age-old differences in preferences,” Wood said, citing the fact that younger people are more prone to buying digital products and services and also tend to spend more time on social networking.
In addition to young and older consumers in the U
