Text message marketing growth in Romania fueled by banks, IT&C companies

The mobile marketing market segment in Romania will grow by 10 percent this year and reach around 100 million text messages, mainly fueled by notifications from banks to their clients, according to Netopia Sistem, which operates the web2sms service. The total budget of companies that will use mobile marketing services is expected to grow by 13 percent, to EUR 3.6 million. The budget grew by 30 percent in 2010. Last year, 90 million text messages were sent in Romania for marketing purposes, according to Netopia Sistem, which intermediated the sending of 60 million of them. Banks are expected to send 45 percent of these text messages in 2011, while 30 percent will come from IT&C companies, 15 percent from companies in the fast moving consumer goods segment (FMCG) and the rest from auto, media and security companies. Over 70 percent of the text messages will contain utilitarian information to clients – issued bills, due payments – while the rest will contain information the receivers have actually asked for – promotional messages, announcements. Mobile marketing consists in sending promotional announcements and information through text messages. editor@romania-insider.com