Text messaging is a strategic marketing tool that businesses can leverage and overcome the limitations of traditional marketing. Texting offers a multitude of advantages including reliability, cost-effectiveness and efficiency. Not to mention, text messages tend to have an immediate impact on readers and serve commercial purposes rather efficiently.
The Age of Instant Messaging
One of the biggest constraints for commercial activities is time. The more time you take to reach and engage prospective parties, the fewer leads you generate at a time. This holds true for avenues like email and print-advertisement as people are less accustomed to check emails and access print media instantly. SMS/text messaging, on the other hand, has replaced these methods by allowing attention to messages immediately. Moreover, text messages have overtaken direct calling without compromising on an open-ended conversation.
Text-marketing finds much of its appeal in its brevity and time-efficiency. Text messages are short to read and hence 90% of them are read within three minutes of being received (according to data analyzed by mobilesquared). Respondents report not feeling burdened reading them right away as they are not lengthy communications.
The Value of SMS Marketing
Businesses are rapidly adapting to text-messaging as a marketing tool for the obvious benefits it offers. Online text messaging is no longer just a tool for peer interaction but has become a powerful platform for lead generation and customer satisfaction. SMS has been optimized to suit many needs; it continues to grow in stature across businesses and services. Besides providing immediate communication, it enables increased customer interaction, develops loyalty and trust and helps with customer retention.
Text message marketing allows customers to feel more in control of their privacy as opposed to being bombarded with advertisements and promotions. Text-messaging services allow customers to opt in and opt out as per their wishes. Many enterprises sign up customers based on their interest and request permission before doing so. This not only helps respect the privacy of customers but also targets those who are genuinely interested. This optimized targeting gives companies an edge over conventional marketing in which people are approached randomly. The purpose of traditional marketing has been to reach as wide an audience as possible. The purpose of opt-in texting is to communicate with already interested prospects and engage them effectively. The latter proves more fruitful as it cuts to the chase, saving both time and money.
Text Message Marketing Can be Analyzed
Companies use text analysis and analytics to obtain useful insights; these insights help direct sales companies and service providers to use specific terms and patterns to build relations. The essence of text messaging is that it is entirely digital and can be analyzed in detail. Such analytical detail makes it possible and easy for companies to learn what’s generating sales and successes, creating opportunities for more optimized interaction with customers/clients. Text analysis can be used to extract specific information since a digital channel enables every click, payment, message to be stored, tracked and measured.
Companies learn of customer preferences, needs and interests by generating a data-analysis map. This isn’t not only cost-effective but also time efficient as it only takes seconds for this information to be extracted through software programs. A huge size of data can be managed and analyzed without needing a large workforce to do so. This is far more convenient and effective than measuring outcomes from avenues like billboard and leaflet marketing. Text analysis helps businesses consistently generate results best suited to their needs without exhausting resources. Companies can easily act on these insights and create strategies that correspond to customers’ needs and interests.
Since SMS is a text feature associated with mobile devices, it has become a globally used communication method. In the current era, most people in first world countries use mobiles to carry out tasks. This makes SMS an integral asset. Text messaging is also a self-sufficient feature that people become accustomed to easily. Everyone knows how to send and receive SMS. Moreover, since there is a 160-character limit in each text, this makes the text very concise and direct in nature. Texting is designed to reach millions within seconds with the benefit of having a greater open rate than that of other forms of communication.
AUTHOR NAME : ALISON LURIE