Exploring The World Of Sms Marketing

For consumer-facing businesses, effective marketing is essential when promoting products and services to potential customers

. One of the most effective forms of marketing is SMS marketing, but what exactly does this involve and what advantages does it have over other marketing techniques? This article explores the subject and the benefits it can offer businesses.

One of the most notable marketing trends in the past decade has been the explosion in the number of companies using 'mobile marketing' to reach their customers in more direct ways. Mobile marketing refers to a set of marketing techniques that take advantage of customers' close relationship with their mobile phones to effectively communicate new offers and information. Perhaps the most popular of these techniques is SMS marketing, but what exactly does this involve and how can it help businesses boost their marketing efforts? Moreover, are there any potential pitfalls to using mobile marketing?

Put simply, 'SMS marketing' refers to the sending of text messages to selected mobile phones with the intention of marketing a company's product or service. As a marketing technique, it's become increasingly valued by businesses once they realise the potential that it has for their wider marketing strategy. Mobile phones are virtually ubiquitous among consumers in today's marketplace, especially in wealthy, developed countries such as the UK. This means that mobile marketing has the potential to reach consumers on a scale untouched by other marketing techniques. Furthermore, it has been shown that consumers are more responsive to text messages than they are to other forms of communication such as email, and are more likely to open and read messages that are sent to them. As a result, marketing using text messaging technologies offers a great way to get exposure for your marketing message.

In terms of what SMS marketing is used for, many companies like to use it to promote exclusive offers because it's a way of making the customer feel valued and it improves brand loyalty. Alternatively, instantaneously received text messages offer a more effective and efficient way of conducting customer service, such as informing a customer that their requested item has just come into stock. An SMS capability can also be used in non-marketing functions, such as communicating with staff. This means that by taking advantage of an SMS marketing service a company is accessing a remarkably versatile form of communication.

One difficulty with text-based marketing is learning how to use it effectively. Firstly, companies need to ensure that the people they are targeting actually want to receive their messages. Consumers are often deeply aggravated by unsolicited, 'spam' texts, meaning improper use of SMS for marketing purposes could significantly damage your brand image. This means that businesses will need to find an effective way to collect the numbers of customers who want to opt-in to the service. Secondly, firms should think carefully about the frequency and content of the messages they send. Sending texts too often may annoy customers, especially if they think those messages contain irrelevant or uninteresting information. As such, SMS marketing can be a very useful tool, but only if it is utilised intelligently.

by: Lisa Hall

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