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How SMS saves money in mobile marketing

January 26th, 2015 Posted in Texting

Did you know that half the global population will own a smartphone by 2017? To companies invested in mobile marketing, this statistic sounds like a win-win. However, the truth is that the booming needs of consumers are so diverse that companies are making the mistake of trying to fulfill every need with a new mobile app – and in doing so, losing money. Instead of building a new app for every type of consumer, companies should meet people where they’re already at, with a channel that they already use: text messaging. announcement: SMS is the best mobile marketing strategy

Why relying upon mobile apps is inefficient

As a new report by Forrester Research titled “The State of Mobile Technology for Marketers, 2014″ points out that marketers “rely too significantly on trendy mobile technologies” because they are in love with the latest buzz in technology. It’s a classic case of oversight. Getting caught up in these mobile marketing trends results in many companies forgetting to cover the basics – like SMS. The needs of the mobile consumer are diverse – as a result, marketers tend to splinter their approach with a myriad of mobile apps. But this approach often runs into two problems:

trends fade but SMS is here to stay!

Customers love SMS already – so use it!

When you look at the big picture, SMS is the most obvious solution to a successful mobile marketing strategy. SMS is already the most widely used mobile app –according to a recent report by SAP, 74% of adults use it on a regular basis. The same report found that 64% of consumers believe that businesses should use SMS to interact with customers more often than is currently the case. Customers are ravenous for SMS SMS already comes equipped with a plethora of custom features that fulfill many of the same functions of a mobile app.

Text messaging also allows direct engagement with the consumer, much more so than the comparatively passive push notification. Text messaging campaigns can be tailored to a consumer’s specific schedule and interests, meaning more targeted content that leads to better results. Say, for instance, that you’re an ice cream store. You can ask your customers to text in their favorite flavor, then target your messaging towards them next time your company runs a promotion for that flavor. Or if your company is selling a product that appeals particularly to teenagers, you can segment your mobile list based on age and text out a promotional message to consumers within the relevant age range. tree SMS is, in short, just as flexible as a mobile app, while remaining much more simple. As the Forrester report states, “It is thus urgent to move away from the quixotic quest for the latest shiny objects and from dabbling with new technology. Marketers should focus on delivering useful experiences that meet the growing expectations of customers on their most intimate devices.” So when considering your mobile engagement and outreach program, ask yourself: why are you spending more money on something that you’re not sure customers will use, when there’s already a solution that you know they enjoy?

Interested in learning more about adding text messaging to your mobile marketing strategy? Contact us at sales@brianlacy.com

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