Definition and Characteristics of SMS Marketing
The penetration of mobile devices in the American society brought with it vast business opportunities. One of such opportunities is the use of SMS as a marketing strategy. This refers to the use of mobile devices with the aim of promoting a certain product or service. It entails sending of a message by a company to a consumer and subsequent communication.
There are several characteristics of SMS marketing. First, it involves the use of an SMS enabled mobile device in communication. Second, the company writes short and concise message to its clients. Third, it is sustained by the use of keyword and short code. Lastly, it has both the opt-in and opt-out features.
How Brands Are Using SMS Marketing
Quite a number of brands have adopted the use of SMS in their engagement with consumers. They do this through a number of ways. First, it can be used in service-related businesses. These include dental and home technicians’ services. Studies reveal that SMS appointment reminders lower the likelihood of absenteeism in strategic meetings and appointments.
Second, SMS marketing can be used to encourage customers to interact with your brand. Brand awareness can be effected through digital strategies. For example, Share A Coke campaign has used text messages to establish and maintain a personalized relationship with clients in order to promote its brand.
Third, it entails a short but strong call-to-action message that increases the rate of conversion. For example, in May 2012, Starbucks used a well-articulated text message in order to promote its annual Frappucino Happy Tour Campaign. In addition, it makes local advertising actionable.
Lastly, brands have used SMS in order to enable the public to participate in sweepstakes. This is enabled through the text to win service. In connection to this, anyone can join a Mobile Sweepstakes as far as he or she is eligible. This is more applicable in cases where a company does not have enough time to do traditional advertising.
Benefits of SMS Marketing
There are various benefits associated with the use of SMS marketing.
- To start with, one of the greatest advantage with using text messages for marketing is their instant deliverability and readability. Key players in the marketing industry have investigated the deliverability and readability of SMS texts. Whereas there has been a variance in findings, most of the studies say that text messages are read within four to seven seconds and they have an open rate of 95 %.
- Second, SMS marketing offers instant opt-in opt-out options. The advantage with this is that it ensures the privacy of the recipients. In other words, it is those who want to engage with you that go ahead to continue receiving or responding to your messages. Similarly, potential clients can opt-in for the texts instantly using the text to join service.
- Third, SMS marketing has a wide market potential. The advantage with this is that a campaign can reach a large number of people. Consequently, this increases the visibility and exposure of a company and hence increases the rate of conversation. It should be noted that the advance in technology makes the use of mobile usage cheaper and more accessible, much to the advantage of the business community.
- Lastly, one can use a mobile device anywhere and anytime. Thus, one can read a text message anywhere and anytime in order to read SMS offers and alerts. Moreover, text message marketing can be assessed even when one is in a meeting. This is unlike traditional forms of advertising which do not offer convenience.Conclusion
The increased use of mobile devices means that SMS marketing will remain a relevant marketing strategy. In fact, it will gain more prominence as more consumers buy mobile gadgets. The value of SMS marketing cannot be underestimated. Overall, SMS marketing is a viable and sustainable marketing strategy.