Wednesday, May 15, 2013

Text, Connect, Engage – Reasons to use SMS Marketing


As children, none of us would have ever imagined a talking device (read telephone) without a long curled up wire hanging out of its bottom but then soon cordless devices kicked in and before we knew it, first mobile showed up and soon, gingerbread was a no more a cookie nor were jellybeans sweets or ice-cream sandwich just another dessert. Even fruits like Blackberry and Apple weren't just fruits any more. Today, gingerbread, jellybeans and ice cream sandwich are android platforms and blackberry and apple are the most sought out smart-phone brands. All thanks to the mobile revolution that followed!

The global mobile usage is on a sharp rise to the extent that there could be more mobile devices than people. In fact  there are over 5 Billion mobile users and the 1 Billion smart phone users are slated to increase by 42 % annually. With such stats at hand, it’s not surprising that text messages are becoming the new favorite in the marketing world.

Wondering why? The most popular reasons for the increasing popularity of mobile marketing is credited to highest reach and cost effectiveness.

Worldwide a rough 75% of the global population prefers to be contact through sms than any other medium for promotional offers and the reasons are simple – for one it’s non-intrusive as all the receivers have opted-in to be contacted. Secondly, it’s treated less as spam as against emails, text messages received daily are relatively lesser. What better reason to incorporate mobile marketing in your mix?
Statistically speaking; text messages boast of an open rate of more than 99% as against 33% of emails open rate! The survey conducted by Single Point further revealed news even more remarkable, 90% of the messages are read in less than three minutes of their delivery. That means three times the customer are contacted and engaged almost immediately.


With such a phenomenal reach, who wouldn't want to add sms/ mobile marketing to their complex mix of marketing plans and strategies? It’s no wonder that the sms advertising revenues of the USA markets are foreseeing a gigantic leap from $101M of 2012 to $2162M by 2017 and that too strictly for its local markets alone. In fact  a study by e-tailing group in 2011 showed 29% of the marketers planning to incorporate text messaging as a marketing medium in their next year marketing plans.



By 2013 however 45% of the marketers are planning to increase their marketing budgets and specifically their mobile budgets of which a substantial 42.8% are willing to increase their mobile marketing budgets alone.


 For instance, 33% of Americans i.e. 1/3rd for the American population prefer to have mobile offers to be delivered through text messages whereas in France it’s as high as 60% of the population.


Demographically as well, 75% of adults are sms savvy but a whopping 94% of teens and students text every day. Infact 75% of the student populace never part with phones and a humongous 94% text every day! And believe it or not, the mobile ad world is not untouched by the war of the sexes, 29% of women trust sms ads as against 22% of men. Though the numbers are not very far away, it is still an interesting fact for a company with women centric products and services.

Worldwide a rough 75% of the global population prefers to be contact through sms than any other medium for promotional offers and the reasons are simple – for one it’s non-intrusive as all the receivers have opted-in to be contacted. Secondly, it’s treated less as spam as against emails, text messages received daily are relatively lesser. What better reason to incorporate mobile marketing in your mix?
Study has shown that mobile coupons are redeemed 10 times faster than traditional ones; also mobile ads are four to five times more effective online in creating brand visibility, awareness and inducing a purchase not to mention that 70% of the expected actions are initiated in an hour’s time.

 Looks like we do have enough reasons to go all mobile after all.


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