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.
You’ve decided to try out SMS marketing. But you’re stuck on that first step of choosing the offer for your initial opt in campaign. Don’t worry, if you know the story of Goldilocks then you’ll understand just what to do after reading this blog.
So many of us are used to having our mobiles around nearly 24 hours a day that it’s easy to forget it’s still a growing industry. And though SMS has been around for over two decades, the ways we use it and people’s willingness to use it continues to grow. So for this blog I picked out five facts about mobile and SMS that really make the case that SMS for business has come of age. Let’s see if you agree.
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?
Marketing messages, whether in print or electronic have many parts to them. In the beginning there’s the hook that entices someone to continue reading, and near the end is the call to action. That’s where you make it clear what you want someone to do after reading the message. There are many parts in between these two, but these are, arguably, the two most important.
One of the many benefits of SMS messaging is that it's personal. It can feel like a one on one communication or even conversation. But it's also one of the best ways to reach 10, 100, or even 100,000 people all at once. So even "one to many" communication feels like "one to one" to the receiver.
You worked hard to get those customers on your SMS marketing list. But now they are unsubscribing like crazy, or maybe just no longer responding to your messages. What happened? Maybe you’ve committed one of the following common, but easy to fix, errors that can completely drive your customers away.
While brevity might be one of the keys to good advertising, perhaps the most important is to make sure your message reaches the right people. The goal of targeted marketing is not to bombard so many people that some will inevitably listen, but rather to target and nail down your core demographic.