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How do you see the future of SMS / mobile marketing?
I attended an email marketing summit in which one of the sessions covered the topic of SMS / mobile marketing. To be honest, this is a type of promotion I rarely receive - so I may not be as familiar with it as others. The presenter made this sound like a really hot topic. I started to wonder why some marketers might choose SMS over email (or maybe they would send both). Obviously not everyone has smartphones, so this is a way to reach another segment of people. How do you see the future of this type of marketing? Do you find it more or less intrusive than email?
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4 Answers
Mobile marketing is "HOT". Why? Geo-Targeting. Something that Emails cannot do. Email marketing facts = 80-85% of all emails are Spam. So, the natural tendency is to delete. You would only receive emails that you "opt-in" for. Chances are, you will delete anyway. When you are out with your smartphone - advertisers can 'target' you where you are at. So, let's say you are thinking about lunch, but a mobile ad is sent to you at 11am for a restaurant near your location for 15% off of Lunch today! That is the potential power of Mobile Ads. If you read this far, I have over 8 yrs of advertising experience (print and radio). And yes, it would be less intrusive than email. Email is just a thing on a computer. But your phone....it's a personal item. Again...the "IN" thing for advertising is "Geo-targeting" consumers when they are at point of making a purchase or buying decision.
Hi Thomas,
Mobile Marketing is still a new shiny object. And based on a growing number of SMS software providers, the SMS thing is here to stay. For example, TextMagic provides SMS Marketing Solutions: http://www.textmagic.com/app/pages/en/solutions/sms-marketing and there're many other tools, companies and technologies that use text messaging to reach out people.
Hope that helps.
Alex
For anyone looking at mobile marketing using text messaging, please review the experiences in the UK and Australia where it started about 10 years ago. Unlike the US the mobile carriers here have allowed marketers to execute SMS campaigns without alot of technical complications.
The learnings from this are that as a marketing tool SMS is (with some exceptions) up to 7-10x more expensive than successful channels like email and more invasive. For marketing automation, trigger and transactional marketing (more lifecycle) it is great where applicable. But even then you have to know your customer base.
So if you are US based, look around and research (google is first step). Good luck
Mobile marketing revolutionizes business. Businesses can connect with customers directly through their mobile phones. Advertisers can use mobile phones for text message marketing, multimedia services and online communication. SMS is the most basic, it has evolved from a passive form of advertising to an inexpensive, instant marketing tool. SMS supports only 160 text characters so marketing writers must work hard to create interesting, personalized messages, SMS works well for contest where customers vote on a winner. Despite size limitation, SMS marketing offers several advantages over television and print media advertising, users can store SMS messages and ads on their mobile devices for future reference. Clients also respond to SMS messaging more than to other forms of advertising. SMS has 31% average response rate, compared with 1% to 8% for permission based direct mail SMS is most effective when it issues a call to a call to action.
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