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Direct Text Marketing is a form of marketing. This includes using a medium which involves text messaging over a mobile device and can be done from a mobile phone or in bulk using an SMS Aggregator and distributor online. Some businesses provide the entire service including creating the messages and sending them via an aggregator on behalf of a business.
Companies and businesses can benefit from using this form of modern marketing by sending either promotional content, reminders or discount coupons via text format directly to individuals via their personal mobile phones or PDAs. Since mobile phones or PDAs are very personal technologies, you'd think text spamming is usually out of the question. Yet, "57% of adults with cell phones have received unwanted or spam text messages on their phone." Services of sending promotional or coupon discounts are usually an opt-in service, which means a business cannot send any content to an individual's mobile device unless requested by the individual who owns the mobile device.
"Texting by adults has increased over the past 9 months from 65% of adults sending and receiving texts in September 2009 to 72% texting in May 2010. Still, adults do not send nearly the same number of texts per day as teens ages 12-17, who send and receive, on average, 5 times more texts per day than adult texters."
In Australia, receivers of text messages for promotional purposes must opt-in.