Why Texting Is Indispensable for Mobile Marketing Today
In the modern marketplace, mobile marketing—and, more specifically, text messaging—has emerged as an effective way for businesses of all sizes to reach customers in real time.
And for good reason: Americans spend a considerable amount of time on our phones. An Asurion study, which confirms the central role smartphones play in our daily lives, found that people look at their phones an average of 80 times per day.
Naturally, this dramatic surge in mobile usage means that we are texting more than ever. In the 27 years since the first text message was sent, this method of communication has become so prevalent that 16 million text messages are now sent every minute in America.
What’s more, studies indicate that consumers prefer to engage with brands through mobile messaging:
- 75% of consumers want to receive offers via mobile
- 78% of consumers say a text is the fastest way to reach them’
- By 2020, 45 million consumers will opt-in to text message marketing
One of the primary advantages of texting is that you can reach customers exactly where they are. In other words, companies can instantly deliver targeted messages directly to consumers on the very device they use most.
Capitalizing on the digital movement that’s currently underway, the number of companies connecting with their audience through text messaging has surged. Recognizing the benefits of mobile marketing, local businesses and corporations alike are upping their game and incorporating texting alongside the more traditional channels of email campaigns and social media advertising.
Over the course of my 20-year career as a marketing innovator, one of my core responsibilities has been to identify key marketing trends and subsequently develop campaigns that help businesses (particularly small and medium-sized ones) engage with customers, increase their marketing ROI and, ultimately, drive business. Let’s take a closer look at the four reasons mobile marketing has skyrocketed in recent years—and why your brand should consider jumping on board.
- Your message gets through. The numbers are staggering: The open rate of SMS messages is 99% (Medium). Mobile marketing is a near-foolproof way to reach your audience through a direct but non-intrusive approach.
- You reach your audience quickly. Texts are typically read within 15 minutes of receipt, so customers receive the information immediately. This is especially helpful if the message is time-sensitive, such as an emergency or appointment reminder.
- You save time. Research tells us that brevity is key, so short and succinct messages around 160 characters resonate with consumers. In essence, composing texts takes less time than emails, newsletters, and blog posts.
- You inspire action. Individuals who receive texts have a 40% higher conversion rate than those who don’t (SmallBusinessTrends), meaning they’re more likely to actually visit your website, purchase an item and schedule a service.
Historically, because of cost and resource restrictions, text messaging was a marketing tool reserved for Fortune 500 companies. But thanks to new advancements in digital marketing platforms, it’s now available to businesses of any size, with any budget and in any industry. Whether you’re a non-profit group, government entity, corporation or startup, your organization can and will likely benefit from this need-to-have approach to engagement.
To establish meaningful relationships with customers and ultimately build brand loyalty, consider the following mobile messaging strategies as one part of your company’s overall digital marketing campaign:
- Announce Promotions—Especially appealing to retailers, spread the news about an upcoming sale, new merchandise arrivals and/or special offers. The redemption rate for SMS coupons is more than 10 times the average for paper coupons, so include a discount code that customers can apply at the point of sale.
- Send Reminders—From medical practices to autobody shops to salons, quickly confirm the date and time of an upcoming appointment or service. Text reminders can reduce no-shows up to 40%.
- Confirm Orders and Delivery—Whether the purchase is online, over the phone, or in person, send a confirmation message or receipt following the transaction. When an item ships, provide tracking details with a link to the carrier’s website.
- Alerts—Fitness facilities, childcare providers, recreational venues, and the like can share updates about activities, new classes or other important messages. Similarly, emergency notifications, such as a closure due to illness or weather, can be sent to the masses via SMS.
- Offer Rewards Program Updates—Keep loyal customers or members informed of their status and benefits—for example, if they’ve accumulated enough points (or are close) for a complimentary stay or have achieved the next level.
With mobile adoption outpacing the adoption of nearly every other technology, now is the time to introduce text messaging as part of your brand’s overall marketing strategy to get in touch and stay in touch with customers.
Laura Cole serves as VP of Marketing for Vivial, a marketing technology company that offers proven, omni-channel solutions to connect brands of all sizes with current and potential customers. Laura is on a mission to help more companies—especially small and medium-sized ones—use online, social and mobile marketing tools to grow their business.