The media industry has a distinct position in the realm of marketing in that media is highly relevant to all age groups. While different groups consume different media, consuming media at all is hardly avoidable in today's world. Smaller media companies may have more specific audiences, but a great proportion of media companies, small or large, can compete for attention across generations. This contrasts with industries that are much more inclined to deal with specific generations, such as insurance, realty, and finance, which are unlikely to see very young customers.

Because young consumers are, however, on the table for a large number of media companies, many such companies are well-served directing energy towards attracting and holding the attention of people of all ages, including a younger crowd. And what better way to connect to rising generations than via SMS?

It hardly needs to be said how popular text messaging is among young people in America today. A 2011 study confirms what we already know, reporting that young people between the ages of 18 and 24 send and receive, on average, almost 110 text messages each day. Additionally, 55% of people who send and receive more than just 50 texts per day prefer texting to calling. In sum, this information indicates that communication, and modern life in general, move more and more towards SMS.

An interesting way to use text messaging to draw more consumers is by using it to engage the audience. An example of this tactic emerges in the small chat screens some television shows display under or to the side of the program, inviting viewers to post opinions, questions, or requests on social media or offer them by texting a specific number. This sort of campaign increases the involvement of the current audience, providing current consumers with a more engaging experience and potentially encouraging them to draw in more consumers.

Some audio media companies use a similar strategy. For instance, some radio shows or stations invite listeners to submit song requests, feedback or answers to questions via text message. Some radio hosts also conduct contests that can be entered via SMS. These programs work to engage consumers more effectively, giving them a better experience both by virtue of their involvement in the show and through the convenience that the use of text messaging offers.

SMS-based contests and polls are not limited to audio and digital media; even print media can take advantage of this tactic. Plans to engage younger consumers are especially important to print media companies, whose audiences grow increasingly smaller and older as the printed word falls towards the periphery, for better or worse. Attention-grabbing headlines advertising these text-based programs encourage more readership and participation in the texting programs.

Text marketing grows more and more important across industries, and especially in the media industry, where many companies vie for as broad a range of consumers as possible. Who knows how media companies will shape the face of text marketing in the future?

About the Author -
Sharon Housley is the VP of Marketing for NotePage, Inc. a software company for communication software solutions. http://www.notepage.net