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Why are organisations wary of SMS marketing?

More than 75% of adults now own a smartphone and are most likely holding their precious device right now, browsing, shopping, chatting on social media and more. It has become a most powerful tool and as a result, has to be right at the heart of today’s marketing world.

This being the case, it would make perfect sense for companies, especially those that deal directly with consumers, to incorporate SMS as a significant part of their marketing strategy. At least you would think that would be so. Yet a lot of companies shy away from SMS marketing because they fear its intrusive. It’s not. A recent survey carried out by SAP suggests the opposite. Quoting from that survey:-

The research shows that consumer mobile app consumption is maturing and that consumers have discerning preferences for how they communicate with brands, with eight out of 10 (81%) expressing that sometimes they just need a simple process like SMS rather than use a mobile app. In addition, 70 % of respondents say that SMS is a good way for a company to get their attention and 64 % say that organisations should use SMS-based engagement more often. The results indicate an opportunity for companies to incorporate SMS communication into their multichannel strategy to attract and retain customers’.

It went on to add:-

The research found that consumers are looking for simplification in how they interact with brands and enterprises. Following a pervasive wave of application use, consumers are taking stock of the “icon overload” on devices with nearly three-quarters (74 %) of respondents expressing that they should uninstall a number of apps on their phones due to lack of use and 68 % expressing that they have more apps on their smartphones than they need. In addition, 71 % say that it is annoying to have different conversations in different apps with not all messages in one place. SMS is viewed by consumers as a quick (67 %) and convenient (56 %) way for companies to communicate.

The survey was conducted across 12 countries with 2,700 adults aged 18 and older participating.

Key points worth reiterating are:-

  • 70% of respondents say that SMS is a good way for a company to get their attention
  • 64% say that organisations should use SMS-based engagement more often
  • 81% said that sometimes they just need a simple process like SMS rather than use a mobile app

Still wary of incorporating SMS marketing to your multi-channel marketing strategy to attract and retain customers?

There is no need to be. SMS Marketing is an opt in form of marketing and there are several ways of gaining the permission or approval from a customer to receive SMS messages from you. Once a customer has opted in, they WANT to hear from you!

Many companies use a ‘text KEYWORD to 123456’ format, inviting potential and existing customers to engage with them. This KEYWORD can be incorporated into other marketing material – even till receipts – giving great depth to a campaign, in order to fully convince a new customer that yours is a company they should do business with. Kiosks at point of sale inviting customers to add their number is another popular method of data capture, one our own company has had a lot of positive experience with.

Text messages can be used to offer coupons or vouchers, they can contain a call to action or a click through to web pages. KEYWORD and short code texting can be used for competitions or additional data capture. Both of these methods can be the difference in securing someone’s custom and loyalty. There is no communication medium as quick, easy and successful as SMS to deliver this.

Contact us for more details or text ‘TMD’ to 60163 followed by your name, and we will be in contact. If you are not texting your customers, somebody else is.


Author by Text My Deal


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