Marketing is an ever-changing methodology for building potentially lucrative relationships with a customer through the careful use of knowledge; creating value in various business offers. With the innovations in technology and communications, marketing has evolved into a wide-reaching and increasingly engaging strategy.
These innovations in communication, and the technology that drives it forward, have improved the capabilities of many companies to bring about a larger market share and a higher probability for financial growth.
New tools vs. Old
Instant Messaging, Email Campaigns and Outbound Call Marketing are great tools that have one flaw – they lack the simplicity needed become convenient. Whether availability in data connections, required software/applications, multi-step access (such as logins and confirmations) or limitations in time.
Text messaging shines where modern communication methods fail. Short Message Service (SMS) is non-application based, does not require data connections, does not need logins for access and is direct enough to not waste a consumer’s time.
Business SMS messaging is a very powerful tool that edges-out other methods in marketing campaigns. Although text messaging has been around for at least the 90’s, it has not been considered more than just a trivial way to communicate back in its early years. Only in the past decade has texting been recognized for its potential. Even so, not every business sees the power of SMS as a simple, low-cost and convenient marketing tool.
Why SMS for Modern Marketing?
It is Common and Convenient – text messaging is a basic feature for most mobile devices and mobile devices are the most common gadget of the modern consumer. Phones are almost always with their owners and the SMS feature on devices is easy to operate/understand.
It is Reliable – SMS is superior in terms of reliability. Calls can be garbled by noise or poor network stability; Email campaigns can suffer from SPAM filters, IM is software reliant, while SMS does not require complex smartphones and uses stable, age-old communications technology that all mobile carriers have always complied with.
SMS has a High Open Rate – the open rate of text messages is amazingly high. 98% of text messages end up being opened. Not to say that all messages sent via text are read, but a high open rate has a bigger success probability than emails that can be checked and deleted, calls that can be rejected and chat messages that only arrive once connected to the internet.
SMS has a Higher Delivery Rate – Since SMS is mobile number specific the delivery rate is quite high and accurate. Targeting via SMS is as direct as it can ever be.
It can be Tracked – SMS may be an old communication method but there are still quite a lot of advancements that can improve SMS from an internal operations standpoint. Tracking can be done using Text Messaging Platforms that can generate reports, send messages via a virtual number and maintain logs for message history.
SMS as a modern marketing tool is a great way to improve or boost your campaigns. Though it may not provide the more visually fluid presentations that emails or chat messages can deliver or the more direct and personal touch that a voice call can give; SMS makes up for it in terms of availability and reliability.