Grumpy British chef Gordon Ramsey is never kind to the restaurants he’s sent to save. One constant theme is his railing against complex food. Time and again, he shouts that simple is best. That adage could probably apply to messaging, marketing and otherwise. The downside to all the compelling technology coming out on mobile phones–from networking apps to sixth-sense chips– is that everyone assumes they’ll replace SMS. And while a social network is a great way to find old friends and stay up-to-date with current ones, it’s probably not where you’ll find folks being the most receptive to ads, behaviorally-targeted or otherwise–at least, not as receptive as they are with permission-based emails.

While I’ve always had great use for email and SMS, I’ve never cared for IM. To me, instant messaging is the red-headed step-sibling of texting and email: It forces message recipients to reply ASAP even if they don’t have the time or the inclination, by making the message-sender act on the feeling that every syllable he/she sent has the utmost urgency. Sure, SMS seems urgent, but if the recipient is slow in responding, the message-sender doesn’t usually send more texts haranguing the person. Imagine those horrible feelings exacerbated by a marketing message–especially if it interrupts a truly important chat (99 percent of the time I only use the darn platform with bosses and colleagues at work). In other words, IM makes casual written communications too complicated.

Luckily for me, says BusinessWeek, “the end of instant messaging as we know it” is nigh. Instead of being an awkward Nth Wheel on your desktop, the story points out,IM is now embedded in things like Facebook and Gmail (the latter being the only time I use IM for personal communications). The idea is that with instant messaging being a part of the greater experience, it can be more easily monetized. Someone might pay more attention to an ad that seems related to the site or conversation in which the user is engaged.

Sometimes when I’m using my Gmail IM, Google serves up paid ads that are related to our conversation’s content. It’s not terribly distracting because I’m used to that on the Gmail site. Marketers should be glad that I’m probably subliminally influenced by the adverts, even if I don’t stop what I’m doing to look at them.

After all, I don’t stop what I’m doing just to answer an IM that isn’t terribly important.

Eydie Cubarrubia, Marketing Communications Manager, mobileStorm

“I’d rather you text me”

Wouldn’t you  know it: The same day of mobileStorm’s free webinar on mobile coupons last week, I saw a Harris Interactive study that emphasized the importance of coupons this holiday season.

The study found that 89 percent  of online adults think coupons are a great way to save money, and that 35 percent of those who will be spending less money on gifts this holiday season will use coupons.

No wonder our web seminar was popular. So popular, in fact, that our CEO, Jared Reitzin, is going to give a repeat performance! The encore presentation, happening 10 a.m. Thursday (Pacific time), is for those who couldn’t make it the first time–as well as for attendees who might have a few questions about what they learned last week.

To register for the webinar, click here.

I’d been expecting it

Ever since I first told wrote about the presidential candidates’ digital promotions campaigns–including the now President-elect Barack Obama’s savvy use of texting–I’ve anticipated increased adoption of digital messaging by consumers and marketers alike. The masses would be encouraged by these leaders’ example, I figured. Call it my own trickle-down theory.

Seems I was right: The aggregator Sybase 365 reports that mobile messaging traffic increased dramatically last Tuesday night, the evening of the election. From 4 p.m. to 9 p.m. Pacific time, U.S. subscribers sent more than 1.2 billion messages. Volume tripled between 8 p.m. and 8:10 p.m. Pacific time. Overall, SMS volume that day was 10 percent higher than the previous day.

What better way for people to discuss the newly-elected president than SMS, the platform that he himself chose to use to communicate with supporters. While catering to young voters, Sen. Obama’s campaign certainly encouraged people of all ages to text-message more than ever.

Sadly, email didn’t receive the same PR boost. The campaign neglected to use double opt-in for subscribers, resulting in pranksters signing people up using creative names–so that victims received messages calling them things like “StupidSpamSuckerSlutface.”

At least the faux pas re-emphasized the importance of email best practices. Meanwhile SMS has become less niche and more mainstream. It’s change that all mobile marketers, red or blue, can celebrate.

Eydie Cubarrubia, Marketing Communications Manager, mobileStorm

“I’d rather you text me”

Today’s your last chance to sign up for “Making Money With Mobile Coupons,” a free webinar happening tomorrow at 11 a.m. Pacific Time.

mobileStorm CEO and founder Jared Reitzin will explain why mobile coupons are integral for today’s marketing campaigns. He will also share basic instructions on the ideal way to launch a mobile coupon campaign.

Despite last week’s elections, Americans are still worried about the economy. SMS coupons are one way to encourage consumers to spend, while being an economical marketing strategy for businesses large and small.

To register for “Making Money With Mobile Coupons,” click here.

Eydie Cubarrubia, Marketing Communications Manager, mobileStorm

“Id rather you text me”