While there are some mobile apps and fads that the human population use excessively for a short time and then disappear, one use of the mobile phone remains consistent with its users. SMS, or simply put, text messaging. Ah yes, one of the first ways that the mobile device had us hooked to our screens. Before there were all these apps, gadgets and other goodies the rise of smartphones has given to us, mobile marketing relied heavily on text messaging.
That said, text messaging still dominates in the thick of 2015.
SMS accounts for 90 percent of mobile marketing revenue with a 98 percent open rate, but in a time where tech is booming and our lives revolve around our mobile phones, marketers are still taking advantage of every app, social media community, and gaming service out there to get their brand in front of users. Unfortunately this has also lead us to an arms race of “how can I out innovate my competition?” While I myself can become awestruck by the new and latest trends in the mobile space, it’s easy to forget to stick with what works. SMS makes your marketing seamless and simple. A texting call to action can be added to any traditional advertising as well. Whether POS, radio, TV etc… simply adding an SMS call to action invites consumers to interact with your brand in an easy unintrusive way as opposed to making them download an app for example. Just because SMS isn’t the newest and latest trend doesn’t mean it shouldn’t be used. Right off the bat, engaging with a consumer via text stores them in your database for remarketing purposes, allowing you to have continued engagement whether it be new product launches, live events, or other info consumers would want to receive from their favorite brands. By including intelligent links in your messaging, marketers also open the door for deeper insights and more personalized conversations in the post-click experience.
Am I against finding new ways to connect with audiences? Not at all, but the numbers speak for themselves. Keep it simple.