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The extreme growth and popularity of SMS text marketing can be explained by the unobtrusive nature of this communication. Its adaptable nature is equally explained by the fact that SMS is on every mobile phone and most Americans carry their mobile phones at all times. For marketers these characteristics make SMS an ideal connecting point to enhance all other marketing channels.
The ability to reach the right person, at the right time, with the right message, has been the goal of every marketer. However, traditional strategies designed to leverage traditional Customer Relations are becoming less effective. Consumers moving, changing their email address, and dropping their home phone lines have all been relationship nightmares. Changes in consumer behavior and the proliferation of social media has further complicated the databases and the strategy. As traditional mass marketing channels continue to give ground to targeted, interactive channels, the mobile phone is common media vehicle capable of connecting your brands marketing content with future customers. It creates a gateway for a relationship.
Before we get started, let's establish some common ground thinking on what our team at Exmosi believes. We like to refer to SMS as an 'enhancement' tool. In other words, we like to think that no matter the strategy, SMS can likely enhance it by building more relationships.
If you're into direct mail,
then SMS is the absolute best way to capture more leads and increase R.O.I.
If you're into social media,
then SMS is the best way to link followers to your page or link customers from your page to current content or marketing objectives.
If your into T.V. or Radio,
SMS can make a great call to action for gathering leads and turning voice or video driven content into an interactive media form.
If your into digital display ads on websites or search,
SMS can be outstanding in terms of making a connection. It boils down to 2 things. First, customers feel safe doing so compared to giving up their phone number or e-mail. Second, customers have been educated by big brands that its ok to text. Think about it, big brands now use SMS for mobile payment reminders, password resets, subscription renewals, receipts and confirmations, upgrade offers, and links to persuasive, conversion-oriented multimedia are all a common place.
Ask Yourself This Question ?
Why wouldn't I want to gather cell phone numbers of people viewing my content in all media channels and raise the overall R.O.I of each campaign with the enhancement of SMS text marketing?
When planning your creative, try to incorporate as many of these attributes as possible!
The 'Call to Action' must be easy for the customer to understand and execute.
Both the 'Call to Action' and the SMS content should answer the question, "Why now?"
What is the service or efficiency we are providing through this program?
What's in it for us? What's in it for the customer?
5. Broad Appeal
Today, text messaging is the most widely-used data application in the world, with 81% of mobile phone
subscribers using it.
6. Personal Relevance
The consumer should be able to understand "Why me? Why my phone?"
7. Personal Context
Use a personal writing style that builds a sense of community - e.g. "We", "You", and "Us".
Design programs that are easy to deploy, execute, and leverage across the whole organization
Understand and embrace the notion that consumers like to remain anonymous!
10. Don’t Be Annoying
Understand people will disconnect the relationship if you fail to provide something relevant or rewarding. They will be turned off by frequent communication.
Please keep in mind i'm here to answer questions and provide insight into why SMS text marketing will be a driving force in 2013 for automotive professionals.