SMS Marketing has been around for more than a decade now but this is still a new and exciting tool for brands and agencies. Many organizations use this tool in conjunction with their other marketing tools such as e-mail marketing, mobile app marketing, voice call marketing etc. Other organizations use the SMS Marketing tool as the focal point of their Mobile Marketing campaigns. The direct access and interaction is very appealing not only to brands but also to consumers. I was walking around New York City this past weekend and stopped by one of my favorite shops, Express. I was greeted by a lovely host who pointed me right away to a large poster that was advertising the SMS and MMS campaigns Express is running in their stores. The poster is sophisticated yet simple.
Express displays SMS campaign
Express displays SMS campaign
This display engages Express customers and continues interacting with them even after they have left the store. I signed up for the program by following the call to action:
TEXT EXPRESS to 397-737
I received an SMS auto-reply message right way. This message introduced me to the program, message frequency, and asked for my permission to receive future promotions. Since subscribers phone numbers are a very personal and direct access to them, Mobile Marketing via short codes has a list of compliance requirement that all Mobile marketers and Mobile Marketing providers need to follow based on industry standards (www.mmaglobal.com). Some of these requirements (such as message frequency, program name, etc) were part of the initial message.
A few days later I received an MMS (Mulitimedia Message Service) alert regarding EXPRESS sales that included a picture. The second alert followed three days later, also as an MMS promotion and I was pleased to see a short video that displays the latest Express trends and clothing line along with a 40% off coupon.
Express is going a great job in not only sending their customers great SMS and MMS offers but also creating brand awareness and engaging its customers. They are balancing between having immediate access to their customers via SMS and MMS campaigns but also not overwhelming them with a furry of SMS and MMS messages on daily basis. This balanced approach will result in greater audience, greater brand recognition, and ultimately greater sales for Express.
Last week we attended Mobile Marketer’s Mobile First Look 2014 summit. It is a great conference as it shows what the mobile marketing professionals are focusing on in 2014. Here is a quick summary of the biggest trends that everyone is betting on this year:
- Big Data Collection, Aggregation and Analysis – The sophisticated marketing teams and professionals are all about understanding what is really happening with their mobile marketing efforts. Connecting the dots is very important for a more targeted consumer engagement. Knowing the consumer behaviors and predicting patterns is what the marketing teams are focusing on. Segmenting and targeting with much more relevant messages is also a must as the mobile technologies offer more sophisticated capabilities.
- Mobile Wallets – One of the biggest trends for 2014 is mobile wallets. Most of what the discussion is about is the non-payment side of the mobile wallets which ties the circle for the user experience via the mobile channel. Apple Passbook and Google Wallet of course are the leading platforms here, which should come as no surprise.
- Beacons – In a nutshell, Bluetooth enabled small devices installed on premises. When the user installs an app connected to the beacons the technology knows when the customer is on location and can push relevant offers and alerts.
- Mobile is a big part of the Omni-channel planning – Mobile Engagement is no longer just about a single channel (SMS or Mobile App, Push..) Marketers are intelligently starting to place strategy behind how to make all the channels work together and connect them in a meaningful way for a better user experience.
- The Consumer Journey/Know your Consumer/Client – This goes in line with the Omni-channel experience. It is now about “How do we take the consumer on a journey?” It is not just about “Let me send them an SMS or Push”. Collecting end-user experiences and data points, marketers are looking to build a picture of “what this consumer has done in the past, visited, clicked, texted…” “And what can I do to make their experience more personal?”
- CRM – Integrating the results and data collection in one place. All of the large companies have existing large databases controlled by CRM admins. They are looking for integrating mobile results and data collection into those. That way they can really monitor the impact of a campaign and understand the consumer by building a more detailed profile.
- Push Notifications – Since many of the companies realize the strength of a mobile app, and have already invested millions in developing mobile apps and strategies behind them, they are now starting to embrace the push messaging within the mobile apps.
- Mobile as a Connective Tissue – The consumer is now on their mobile phone more than anything else. Marketers are realizing that MOBILE is not a side-office job. Now MOBILE is a leading initiative for the forward thinking enterprises. It is not the “marketing after thought” it is now the connective tissue of everything that is happening around the marketing efforts of our clients.
If you have identified any other Mobile Engagement trends for 2014 please share.
With fall just around the corner, more and more potential customers are attending sports events. Engaging the audience at a sporting event is potentially profitable, but difficult through conventional marketing strategies. SMS marketing is simply the most effective way to catch the attention of an audience and drive the engagement that will fuel future sales. The end of the fiscal year will soon arrive: for businesses that want to see a successful Q4, mobile marketing is always a smart move.
Text message marketing is well-suited to sporting events where some downtime separates each play. In between the action, the stadium can encourage spectators to participate in a mobile campaign. This can directly benefit the stadium or arena as well as pointing customer toward an important sponsor. Eager for a distraction to hold their attention as they wait, guests at sporting events are likely to engage with a mobile campaign. By opting in, these attendees become new potential leads, ready to hear more about products and services from the business to which they’ve reached out.
Mobile marketing for sports can also be a major asset to sports teams and companies themselves, keeping customers involved long after a game ends. With a well-maintained list of mobile contacts, a sports company can reach out to fans at any time, throughout the season and beyond. Almost everyone in the seats at a sports game reaches for his or her phone in between plays. Businesses at the forefront of today’s marketing trends with help from ProTexting will be the first thing those customers see. Contact our company today and learn how SMS marketing can help your business grow.