SMS proves to be a very effective communication channel, says Acxiom MENA study

A recent case study conducted by Acxiom MENA, the Middle East & North Africa premier provider of direct marketing services, which was meant to compare effectiveness of different communication channels in KSA has shown that SMS generates the highest % of total leads by using the smallest % of total budget allocated for a campaign.

The same report stated that SMS defeated online ads, outdoor and even print ads on generating leads and overall campaign results. 

The study, conducted on behalf of one of Acxiom MENA’s key clients, included 6 categories of communication mediums, these were: Print ads, Outdoor, Online ad, SMS, Email and Others. SMS led the way by generating 35% of the total leads generated compared to 28% achieved by print ads which ranked second in effectiveness and 22% achieved by Outdoor which ranked third.

For his part, Mr. Yousef Hamidaddin – Axciom MENA’s CEO, commented on the recent case study results by saying: “Everyone who works in marketing knows that insight is one of the most important things in our industry”.

Mr. Hamidaddin added: “Rational decisions are always made based on information and what we seek to do is to provide the clients we advise the most accurate and relevant information”, explaining that in this specific case study the data portrayed that “SMS is the most effective way of marketing communication for this particular client in terms of generating leads, this insight will definitely create more efficient and effective decisions in the future”.

In fact, advising clients on how to become more efficient and effective is what the core business philosophy of Acxiom is all about, which is why it was no surprise that the Acxiom Corporation was ranked as the No. 1 company in customer satisfaction by the 2010 Black Book of Outsourcing, the leading independent benchmark for customer satisfaction, and the only survey based solely on customer feedback.

Acxiom achieved the No. 1 spot in all nine categories measured; this top honor as the leading information technology outsourcer (ITO) came on the heels of last year’s Black Book of outsourcing survey that placed Acxiom’s ITO services in the top 1 percent from over 2,700 global outsourcing service providers evaluated.