Salesforce Finds SMS Messaging a Growing Part of Mobile Marketing Strategy

What do 5,000 marketers from ten different countries say about SMS? It’s great, and we’re going to do more of it. Well, that’s the gist of the results in the Salesforce 2015 State of Marketing Report. Mobile marketing has taken a central place in most company’s strategies, and SMS is a growing part of it. Here are some key statistics from the report.
Currently about 24% use SMS messaging, but another 31% plan to add it into their mobile marketing mix in the next 12 months. Around 58% plan to increase their budgets and 34% are staying about the same. This is a good indicator that SMS is still near the beginning of the marketing trend. It’s commonplace, but not oversaturated.
When asked what uses of various marketing channels are most effective, respondents said their primary effective uses of SMS were promoting email subscriptions via SMS and sending mobile SMS welcome messages. But the most effective mobile campaign revolved around loyalty – however the report isn’t specific on what channels the loyalty campaigns were using. Many companies use SMS as a key component of loyalty campaigns.
The survey also revealed marketers’ impression of SMS effectiveness overall. But they also tied the question into whether mobile marketing was integrated into their overall strategy. When mobile was NOT integrated, 50% of respondents said it was very effective/effective. Another 34% said it was somewhat effective.
However when mobile was integrated, 73% said SMS messaging was very effective or effective and 21% said it was effective.
How the marketers measured that effectiveness is also listed, though not correlated to specific answers. The “number of SMS opt-ins” was one of the top 10 metrics used. But the most used metric in general was “traffic to a mobile website or app”. SMS messaging is one of the many methods you can use to drive traffic.
Overall, the Salesforce report paints a really rosy picture of SMS messaging in particular and mobile marketing in general. No surprise to us!
You can learn more by downloading our “Mobile Marketing Guide“. This offers a wealth of insights on how to get started with mobile marketing, what part SMS messaging plays in your strategy. It’s free and easy to follow and could help you give your business an immediate boost.
Related Articles
5 Ways to Put the Spring Back into Your SMS Marketing
Top Tips for a Successful Christmas SMS Marketing Campaign [Infographic]
The Never-Ending Conflict of Email vs. SMS Marketing
Many marketers think they need to choose between email and SMS marketing. And depending on what you read, you’ll find one is “better” than the other. But that isn’t necessarily true. Learn how a united effort using both can increase your profits with only a little bit of effort.
Why Your SME Needs a Shared Shortcode
We’re all familiar with shortcodes without actually knowing what they are. Shortcodes are the 5 to 6 digit numbers that businesses use for sending and replying to their text messages. To keep costs low and to get into the mobile space as quickly as possible, your small business needs a shared shortcode, here's why.
3 Ingredients for Successful SMS Marketing
How Entertainment Venues Can Use SMS Marketing
Whether it's a cinema, theatre or concert hall, your entertainment venue is missing a trick if it's not utilising SMS marketing to get those bums on seats. We take an in-depth look at how all kinds of entertainment venues can really make the most of SMS marketing.
10 Invaluable Ways to use SMS Marketing for Your Business
There is something about SMS marketing that is not like any other form of marketing. It is a simple form of communication, but highly effective in forging close relationships with clients who purchase from you regularly. Here are 10 key ways to use SMS marketing for your business and how to get the most out of your clients.
5 Phrases for Your Spring SMS Marketing Campaign [Infographic]
An A-Z of SMS Marketing: D is for Distribution List [Infographic]
3 Reasons Why SMS is The Key to Your Mobile Marketing
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.