Avoid Ad Blockers by Using SMS Marketing
Mobile marketing includes many different advertising channels. Most of them include placing an ad in front of a mobile user. Many of us are used to ads online, but they do tend to get annoying. At least that’s according to an eMarketer report on a study done by Instantly.
When UK mobile users were asked about their attitude toward mobile advertising, 55% said they were “generally annoying and disruptive.” Another 24% feel it’s ok if they get free content in exchange. But 11% say it doesn’t bother them because they ignore it.
Whether users find ads annoying or not, many of them are using ad blocking software to avoid them (or perhaps to “ignore” them?). Both Android and iOS platforms offer ad blocking apps. The ones from the official app stores (Google Play and App Store) are only allowed to block ads on the mobile web in a browser – much like similar programs for the PC. With the release of iOS9, Apple enabled ad blocking and many new app creators took advantage of it. They put forth the ability to block ads within apps, which is where most people spend their time. But since then Apple has shut down any ad blocker that is able to block ads in apps, and it isn’t likely to let them into their store anytime soon.
Industrious (and annoyed) users though, can still sideload (that means to install apps without using an official app store) ad blockers. For a long time, this ability didn’t exist for iOS but as of now, both Android and iOS mobile devices can sideload virtually any app. And that can stop much of your mobile advertising from reaching your audience.
For marketers though, there are ways to avoid your ads being blocked. The most obvious is probably not to annoy your audience. A study by the Internet Advertising Bureau UK (IAB UK) showed almost half of Internet users in the UK weren’t so annoyed by ads that didn’t interfere with what they were doing at that time and therefore less likely to block the ads. So ad content and placement is important.
But another way to get advertising to your audience in a non-intrusive way is by using SMS messaging. It’s certainly a different channel than either in-app or mobile web banners or videos. So how you use it is different, but it has advantages over other channels:
Inexpensive – The cost of each SMS messages is just a few pence. Crafting and creating a campaign is also much cheaper than other forms of advertising that require a lot of production (like video) or graphic design, printing, and postage. You can reach 1,000 people for just £35 or 100,000 for just £3,000 (at fastsms pricing).
Quick – It’s possible to create, run, and measure ROI for a campaign in a few hours or days. Also if you want to run a flash sale, SMS messages will be seen just a few seconds after you send them. Customers will be flocking to your store or website shortly after!
High response rates – Because SMS marketing is an opt-in form of communication, the people who sign up for your messages want them. They want your best deals and services and will read your messages when they arrive. ROI is often in double digit and frequently reported in triple digits.
Can’t be blocked by an app – SMS messaging is a built-in ability of mobile phones, even though it is accessed like an app. Ad blocking apps will not be able to stop messages from arriving. The user may turn off notifications, but the messages will still arrive. And while it is possible to block a single number from texting, your customers won’t do that because they want to hear from you!
Mobile marketing should always be a mix of channels, but to get your most important messages to your customers consider using SMS messaging.
While there are many ways you can probably think of to promote your SMS opt in campaign, there may be some “free” channels you’re neglecting. Thanks to Google, I can point out seven of them. At the mCommerce Summit Google gave a presentation about app promotion and optimising. I can’t even convey how exasperated the presenter was when he talked about how many opportunities companies just let slip by.
The first thing to remember is that legally, you must give the customer the chance to both opt-in and opt-out of your SMS campaign - but the good news is people are happy to opt-in - 49% of them according to a 2014 survey. So all you need to do is stay compliant and follow some basic guidelines to grow your list.
The year of mobile marketing is finally here. You’ve heard it before, but it’s clear it has finally arrived. In fact, it may have arrived last year so if you haven’t joined yet you might be late to the party. Don’t worry, there’s still time. Here are 3 reasons SMS needs to be an integral part of your mobile strategy going forward.
Teasing is a tried and true marketing technique. But there’s a lot you can learn from some recent examples in the video game industry. In particular, how you can create the same kind of frenzy in your SMS list – but only if you do it right.
Facebook is a popular place. According to Statista, they had 1.44 billion active users in the first quarter of 2015. It’s no wonder then that businesses are flocking to advertise there. But big isn’t always better. SMS marketing is similar in many respects to Facebook advertising, and for some uses it is actually better. Let me explain and see if you agree.
Earlier this year there was big news. WhatsApp users were sending more messages each day than SMS users were sending. According to the Telegraph, WhatsApp was 50% more popular than SMS messaging. And the truth is the number of SMS messages sent each day has declined over the last few years. In the UK it was down almost 25% from 2012 to 2013. But is that the whole picture?
It seems there's a new messaging app popping up every month. It's hard to keep track of them all, but it's also hard to ignore them if you're looking to use mobile marketing. When you've got limited marketing resources, should you spend them advertising on the latest IM app, or go with SMS marketing?