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. According to Salesforce’s 2015 State of Marketing report, marketers are investing heavily in mobile:
- 68% have integrated mobile into their overall marketing strategy
- 71% believe mobile is core to their business
- 58% have dedicated mobile marketing teams
There are many reasons marketers are moving to mobile. The biggest one is that’s where the people are. In the UK there are more mobile subscriptions than there are people! But mobile also offers other marketing advantages too. I’ve picked three that industry experts say are driving the focus on mobile. But more than that, when you add SMS marketing to each item on the list it can open the door for even greater success.
Mobile Landing Pages
The statistics on mobile usage generally show that people use apps more than the mobile web. That’s true, but that data clumps all mobile usage together. If I need to get the weather, I’m going to use my weather app. If I need to buy something on Amazon, I’ll use the app. But in many cases, if you click a link in an app, you’ll get redirected to the mobile web.
And if you’re searching from mobile, you’re also likely to start on the web. So people are used to the web on their smartphones. They’re comfortable with it because for the most part, it’s just like the internet on a desktop except optimised for a smaller screen.
Landing pages have been a core of internet marketing for years now, so creating mobile versions just makes sense. But do they work in an app obsessed world? It turns out they do. An article on M.C. Today states, “Mobile landing pages are quickly becoming the business world’s rival to banner advertisements,” and “… businesses are cashing in on them.”
So mobile landing pages are popular and effective, but how do you get people to them? There are the traditional ways of course, but SMS messaging is a mobile-centric technology perfectly suited to the task.
You can send customers on your SMS marketing list to landing pages by providing customised, shortened links in the messages. It’s a great way to get your customers to a special offer, partner program, upsells on recent purchases, or almost anything that ties into what the customer wants from you. And sometimes an SMS message just doesn’t offer enough space to explain or sell your offer. Instead, a direct link to a mobile landing page with all the details could seal the deal.
Cross-platform advantages
Marketers know they have to hit people across devices and channels. We’re a distracted population running from one thing to the next. Mobile is one technology that helps bridge the gaps between channels. For example, 36.1% percent of Brits use their smartphone while watching TV. That number is likely to grow. In other countries up to 87% of people already use a second screen during their TV shows.
Brands can use that to their advantage in many ways, but SMS messaging is one of the best. TV ads can give consumers keywords and shortcodes to text to enter contests or sign up for special deals. People could text for more information on a product, or to vote on just about anything.
Beyond television, mobile can also be combined with in-store advertising. Signage or clerks can tell customers what to text to sign up for exclusive SMS marketing deals. Radio ads can also direct people to SMS marketing campaigns. Since people almost always have their mobile with them, it really is the one device to pull everything together. And SMS messaging is the one method that works on all mobiles regardless of type or carrier.
Easily measured
Return on investment (ROI) is one area where SMS marketing thrives. In traditional marketing, you often have to wait weeks or months to assess how well a particular campaign performed. But with SMS, you can know in hours. That’s because the SMS platform allows everything to be measured precisely and instantly. You can know how many messages were delivered, how many people clicked any links, how many people unsubscribed, which keywords were used how often, and just about any other statistic you could want. Quickly you can tell whether your marketing messages were read and if they succeeded in getting people to take action.
When you combine that information with your sales data you can gauge your ROI from that specific message or campaign. Many businesses find they’ll get ROI in the hundreds or thousands of percent! That’s because each message only costs a few pence to send, making SMS marketing one of the lowest cost methods available that’s also easily tracked and reported.
Mobile is the focus for the majority of businesses surveyed by Salesforce for their 2015 report. But while many are growing their mobile marketing, not so many are including SMS in that mix. There’s still an opportunity for anyone that wants to make the most of the mobile experience and increase their returns.
Is SMS part of your mobile marketing plans? We’d love to hear your ideas and plans in the comments.
Related Articles
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.
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.
4 Basic Metrics for Your SMS Marketing Campaigns
One key to successful marketing is to know when you’re doing it right. And when you’re doing it wrong. The great thing about SMS marketing is you can get that information pretty quickly. But to understand how your messages are performing, you need to do a little maths. Thankfully, it’s all rather simple once you see it.
Getting a Reply: Should You Choose a VMN or Shortcode? Part 2
Part two of a two part article explaining the differences between SMS Shortcodes and Virtual Mobile Numbers. Here we explain in detail the costs and characteristics of Dedicated Shortcodes and Shared Shortcodes. You can also get advice on how to choose between shortcodes and VMNs.
Our 10 Best SMS Mobile Marketing Blog Posts
Need to know all about mobile marketing with SMS messaging? We’ve pulled together the top ten blog posts that tell you everything you need to know. The list starts with the basics and goes through analysing the success of your campaign.
One Great SMS Marketing Opt In Campaign Example
In a previous blog post I shared how getting my movie tickets delivered to me via SMS made going to the cinema with my family easier than it’s ever been. I signed up to the company’s SMS marketing list too and I want to share the process with you because it was so easy, so seamless for me as a consumer, that it makes a great example for others to follow.
Why SMS Messaging is the Future of Marketing…
Since the first ever mobile ad was sent out via text back in 2000, SMS marketing has become hugely popular. What's more, it's a successful technique that an increasing number of marketeers are taking advantage of. So why is it the future? Here are a few reasons...
5 Amazing SMS Statistics from Salesforce
Every year Salesforce releases its State of Marketing report. It offers insight into how marketers use and see the various tools and channels available today. In the 2016 report, much of the content focused on social and email, but also included a good deal of information on mobile marketing too.
The Second Most Important Rule of SMS Marketing
Text message marketing works because it is short, quick, personal, and immediate. You don't want to annoy the people you're reaching out to. If you're running an opt-in campaign, or a contest, keep the process to as few steps as possible.
5 SMS or Mobile Facts You Need to Know
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.