It’s no surprise to any business marketer that younger audiences are the biggest consumers of digital marketing. Social media is now the biggest single use of the internet, with sites such as Twitter and Facebook remaining kings of the scene. So, as a marketer, you may be forgiven in thinking that you should move your budget from SMS to social media. Right? Wrong.
Whilst social media is undeniably a massive draw for the youth audience, with usage figures rising all the time, this isn’t at the expense of SMS. In nearly every mobile-marketing conscious country in the world, smartphone usage is still centred around SMS – with research showing that youth in countries such as the US have over 75% of their phone activity exclusively on SMS. The fact of the matter is that whilst smartphones have opened up the market for apps, mobile advertising and social media wherever you are, these functions have only increased the youth consumers’ dependency upon their mobile phones – and SMS is still unchallenged as a way to communicate instantly, directly and privately with a single target.
Whilst sites such as Facebook have proven advertising programmes, the mobile site versions have less focus upon advertising – meaning that Facebook advertisers are still lacking a way to really engage with their target audiences on the go. Additionally, Facebook users will typically only update their page two or three times a day at most, minimising interaction time with the platform. As for the other social media giant, Twitter, whilst it’s a great way to build brand interaction, as a paid marketing medium it’s still relatively untested – with the biggest companies getting their feet wet first of all.
So, whilst SMS marketing is, in mobile terms, the grandfather of communication strategies, it’s still the unchallenged king. That’s why SMS marketing should be the centrepoint of your business marketing strategy. Here’s a reminder of what SMS marketing can offer which other mobile marketing business strategies can’t:
1. SMS marketing reaches all mobile users – smartphone or not
Why limit your mobile marketing reach to just those with smartphones, when the vast majority of phones out there are still based on traditional mobile technology? SMS marketing is simple, straightforward and doesn’t require Wi-Fi or 3G connectivity to get through.
2. SMS marketing messages are more direct than any other method of marketing communication
When consumers receive an SMS message, they open it – nearly always immediately. Unlike advertising, SMS marketing is personalised to the point of being singularly targeted to the individual. It has the power of telephone communication without the invasive ‘cold calling’ issue – meaning that your business can reach its target directly on a personal level whilst giving them the choice to read your message as and when they choose.
3. SMS marketing campaigns are highly measurable
With SMS marketing, you can set up any number of different promotional campaigns and voucher codes with ease and target specifically towards different demographics and shopping habits – providing your business with ultimate measurability. If you’re used to emailing your promotional vouchers out to your database, change to SMS marketing instead – with an open rate of over 90% as opposed to the typical 25-35% open rate of email, you’ll be amazed just how effective a well-run and targeted SMS marketing campaign will be.
So if you haven’t already stepped upon the SMS marketing gravy train, now’s the time for your business to make the leap. With companies such as TextMagic offering simple, Pay As You Go SMS solutions with no premium rate tariffs and no contracts, it’s also one of the most cost effective ways to deliver marketing results. Not only that – there are a host of different and easy ways to manage your SMS marketing campaigns, from the use-anywhere simplicity of the web based TextMagic Online to the straightforward downloadable software of TextMagic Messenger.
For ultimate ‘one source’ functionality, you can even integrate your SMS marketing into your email system with Email to SMS – giving you two-way SMS communication right to your normal email inbox. So don’t forget, SMS marketing is still king of the hill when it comes to mobile marketing – so make plans today to make it work for your business!
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