With over 1.2 billion mobile phones among urban and rural locations, marketing leaders simply can't ignore mobile text messaging (SMS) as a marketing strategy. According to Text Deliver 2.0 Review, "95% of all mobile users (both smartphone and non-smartphone users) have been connected to brands that are using SMS marketing to reach their customers."
When done correctly, SMS marketing is an effective alternative to traditional modes of business communication, as well as newer models such as smartphone apps.
Companies are aggressively and cost-effectively using SMS marketing to generate more leads, traffic, and new customers. On average, 44% of Americans have opted into a text message campaign, according to Tatango.
The Power of SMS Marketing
The following mobile marketing examples exemplify the power of using SMS marketing to build and grow business.
Orbitz. As a part of an SMS marketing campaign recently launched by Orbitz, customers were introduced toOrbitzTLC Alerts through a radio source. OrbitzTLC Alerts engage Orbitz customers by providing travel information including real-time updates, and reinforcing branding.
As an incentive to sign-up, the customers were offered a discount on an Orbitz travel package as well as the option of subscribing to additional messages from OrbitzTLC. Within two weeks, Orbitz received response rates exceeding expectations.
The company ultimately found, based on the number of requests for the initial promo code as well as opt-ins for future messaging, that even one-time promotions can generate long-term customer engagement
JCPenney. Last spring, JCPenney used a time-sensitive SMS marketing campaign for a one-day, in-store event. By doing so, they were able to effectively reach their opted-in customers and drive sales.
The message (seen below) promoted Easter dresses as well as included a link that allowed users to shop for Easter clothing through the company's mobile site. JCPenney's one-day event was time-sensitive, so SMS was a great way for them to get the word out quickly.
What Are the Benefits? https://goo.gl/AKXDv8
Businesses know that marketing is a crucial part of survival in an ever-changing market. Therefore, SMS marketing utilizes the one thing that people are guaranteed to have access to no matter where they are or what time it is: their cell phone. Even though it's arguable that SMS marketing is one of the best strategies out there helping marketers reach and interact with their consumers on a deeper level, next week we'll examine the disadvantages of SMS marketing.
Has your business effectively used SMS marketing? Will we still think this channel is worth it after learning about the disadvantages?
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