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Text Me, Maybe?

July 2, 2015

With consumers constantly on the move, having our mobile devices attached to our palms has become essential. In 2015, nearly two-thirds of Americans own a smartphone, keeping them constantly connected to the world around them. Reliance on mobile devices is heavy, and texting is a no-brainer; it takes only a few seconds to send a quick text. Text message marketing, also known as SMS marketing, can be an invaluable tool for marketers because of its appeal to consumers, and the fact that it is embedded in our daily routines.

Texts are normally read within minutes of delivery making them extremely beneficial for marketers struggling to reach consumers. Conversational Advertising found statistically that 90 percent of all SMS is read within 3 minutes. There is no other channel as urgent as this for connecting and converting customers. We are in an age where everything is fast-paced, and constantly moving. It is important that marketers adapt to the ever-changing world so that their messages are in sync with the way their consumers live. Furthermore, no one today ever leaves a text unread, as opposed to emails which continue to fill up your inbox, go left unread, or get sent to spam where they never get seen. According to a Direct Marketing Association survey, 70 percent of the sample revealed that they had responded to a marketing text message. In contrast to that, the percentage that responded to a marketing email was a low 30 percent. This is because texts are engaging as they are immediate and compel consumers to read them as soon as they receive them.

In today’s marketing world, it is all about having an engaging conversation with your consumers. Texts are very personal, tailored to each individual consumer, allowing businesses to build relationships with each and every one. Many companies today are turning to common short code (CSC) mobile marketing as it delivers personal messages which generate action from its consumers. CSC is a mutually beneficial process, as it allows for a two-way street of communication between the brand and the consumer. Text messaging and CSC have been successful in stimulating action and interaction by initiating conversation with consumers.

For instance, Starbucks recently sent out daily SMS reminders to its consumers to promote its Frappuccino Happy Hour. Consumers were encouraged to text the word “HAPPY” to a short code which then allowed customers to opt-in to remain in the loop on the company’s happy hour, as well as other ongoing promotions. This gives the brand a way to instantaneously reach its target audience. In relation to real estate, texting in to a CSC would immediately give a consumer an agent’s branded listing directly on their mobile device, as well as the agent’s contact information. In-store or out-of-home signage with an SMS keyword and short code is an optimal way to hone in on new customers and leads.

Texting is a direct form of marketing, both a simple and guaranteed way to have consumers see your message. No other type of mobile marketing can match the reach that text messaging provides. With consumers having their mobile devices within reach at all times wherever they may be, SMS marketing is an excellent step for any company or agent to take. Text messages present an exciting, efficient way to capture new consumers. With mobile marketing quickly growing in importance, and millions of individuals out there waiting to receive your company’s message, why not start today?

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Reprinted with permission from RISMedia. ©2015. All rights reserved.

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