SMS Marketing Is Being Neglected. Here’s Why It Shouldn’t Be
In this opinion piece, Audrey Dowd from txt messaging business MessageMedia tells us why a mixed bag of tricks is best for marketing and why you shouldn’t discount SMS marketing.
Social media is one of the most disruptive and exciting channels to have emerged for marketers over the past few years. Whether it’s Twitter, Facebook, Instagram or Pinterest, there’s an almost irresistible draw in the feedback loop of likes, check-ins and follows.
For a modern marketing strategy, it seems like evidence of consumer engagement. But this may not always be the case.
While a viral hit video or popular Tweet may generate a swell of attention for a particular brand, it can be very transient. There are so many “coolest video ever!” being swapped and shared via social – and “old fashioned” emails – that consumers may quickly be distracted by the next trending item.
“Viral” coverage also eludes many brands: it’s hard to achieve, and impossible to guarantee.
Do they really Like you?
Facebook “likes” can be a very encouraging sign that people are interested in your brand or responded to your campaign. However, while they may hit marketing KPIs, those likes don’t necessarily translate into meaningful engagement. It’s only a piece of the puzzle.
In a time where customers are best positioned to advocate for your brand, a successful marketing strategy relies on forming a close bond with the largest group of people possible. The larger the passionate community that forms around your brand, the more that community will advocate for you through their own social networks.
In other words, the most effective marketing strategies are those that are viral by stealth and convince customers to represent your brand for you.
And the best way to develop that particular community is through a strategic mix of channels, from social media to mobile phones.
The magic of messaging
In just eight years since the release of the first iPhone, we’ve become physically and emotionally attached to our phones. Studies have found that up to 70 per cent of people would rather lose their wallets than their phones.
No wonder, since these days your phone is increasingly becoming your wallet. Mobile pay technology, from Apple Pay to Google Wallet, is growing exponentially. We’re fast approaching the time when we will leave our cash, coins and cards at home, taking only our smartphones with us.
Smartphones also our primary alert systems, the 21st century “pager”. We might ignore new emails on them for a while, or not open the Facebook app every day, but everyone instantly checks when a text message arrives. How often have you deliberately let a call go unanswered, then immediately opened the SMS that sends the caller’s voicemail converted to text?
We like SMS alerts. They’re quick and simple, and we associate them with important, urgent and useful information.
As a marketing channel, mobile messaging/SMS is often neglected, but it can be a very direct and effective way of approach. It’s very intimate, built on the trust you’ve started earning from your social engagement with consumers.
For any marketer, convincing a customer to allow you to be part of their phone experience is a truly powerful opportunity for building deep engagement. If a group of customers allows you to send them SMS texts, for example, the data shows that at least 97 per cent of people who receive a text will read it: a far higher percentage than will read a Tweet or Facebook message.
Great power: handle with care
Of course, such a powerful tool needs to be handled carefully. If you start abusing the intimate relationship the customer is willing to have with your brand, you could quickly turn your biggest fans into your worst detractors.
No one likes to feel spammed, especially on a device as precious to them as their phone, and marketers need to respect that with text – the customer is having information handed to them, rather than going out and trying to obtain it. Bear in mind this is the old model of “passive” advertising, where TV audiences were forced to sit through TVCs. It’s no longer considered acceptable. These days viewers skip ads or block them altogether in online videos.
The quickest way to develop a negative association with a brand is to ignore the respect that customers expect you’ll have in sending them text messages.
You need to be discerning. It’s important to maintain a mix of messaging, and use SMS sparingly for urgent, high value information and offers. One a month, strategically timed to not clash with other marketing activity will maximise the impact. For the rest of the time, continue to engage and interact through your social media channels.
Importantly, too, text should be seen as a useful way to encourage a proper two-way conversation with the customer. It’s natural for people to both send and receive text, so those businesses that use a text campaign as a way to invite a response and feedback are the businesses that will see the greatest success.
The most successful text campaigns are those that add genuine value to your customers. We’ve seen local football leagues effectively use text to provide fans with ticketing and scheduling news direct to their phones, and saving them the need to research it themselves. Information on promotions is also valued by customers, especially if they’re a text message exclusive promotion to give the recipient the sense they belong to a select club.
So when you consider your social media marketing these days, don’t forget text. It’s a very important part of the mix and will deliver the biggest cut-through… if used carefully and sparingly.
As part of a multi-channel mix, text marketing is dynamic, highly engaging, and one of the most effective methods in building and maintaining a legion of loyal customers.
Latest News
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.