Why SMS Marketing Can Be More Effective Than Mobile Banner Advertising
A recent eMarketer article on the effectiveness of mobile banner advertising reports the main reason people don’t click is because they aren’t interested in the offer. In fact, only 24% of those surveyed say they clicked on a mobile banner on a website in the last three months. The number of people clicking on in-app banners is even lower at 19%.
Personally, I think the only time I’ve clicked on an in-app banner is by mistake. Sometimes they just get in the way of what you want to do in the app. Sometimes your finger slips. I honestly do my best not to look at the ads at all. And I’m not alone. The article also reports 20% of people don’t even look at the ads in apps.
Mobile website banners can be different because we’re used to them. After all, most of us have been surfing the web long before the mobile revolution. Banner advertising has been around since the beginning (almost). Apps are a different beast though, they are purpose built to DO something. Ads just become an obstacle to what we want to do in the app, rather than simply advertising.
The second most reported reason people don’t click on mobile banner ads is because the ad content has irrelevant offers. For example, I am forever getting ads about cat food or kitty litter. I love cats, but I’m also extremely allergic. Cat products are not only irrelevant, but annoying since I can’t have one. On occasion, I may see a banner or video ad that offers the ability to “chose” my ads. We’ll, no ad is my choice. I don’t get that option though and instead I almost always have to choose between cats, insurance, or financial ads.
What’s the take away? Mobile marketing needs to be relevant and interesting in order to get people to respond.
The value of SMS messaging is that once you have the opt in, you know the people are interested in what you have to offer. The trick then, becomes making sure the offers are relevant.
Make sure the messages you send are targeted to the topics the person signed up for. If you start a new campaign on a different topic, offer them the chance to opt in via a reply text. Don’t send a blast to everyone assuming they’ll want to know. For example, assume someone opted in to receive text alerts for concerts at your event location. But you’ve lined up a circus and sports entertainment. Should you send them a message about those events? Not unless they say they want to hear about them. Otherwise you’ll just annoy them with irrelevant offers. Send them a text instead asking if they want to know about the different types of events. You’ll have less opt outs and a higher ROI overall knowing they want what you’ve sent.
Related Articles
9 Reasons to use SMS Marketing in 2018 [Infographic]
Is SMS Marketing Like Social Media?
Is SMS marketing like social media? While there are similarities and both can be considered mobile marketing, the short answer is no. However when using a multi-channel marketing strategy it's important to know when to use a text message and when to use a social media channel.
Double Conversion Rates with SMS Marketing
According to Internet Retailer, data conversion rates for text messages are double that of email when the link goes to a mobile responsive landing page. Even with a small list, this can result in a huge increase in sales, signups, lead generation, contest entries or whatever the goal of your campaign is.
5 Phrases for Your Spring SMS Marketing Campaign [Infographic]
11 Benefits of Using SMS Messages in Your Network Marketing Strategy
Given that network marketing is very much dependent on communication, there are ways in which SMS marketing can be used to help increase recruitment, improve retention rates, create effective discussion, boost sales and motivate teams. Here's how...
Why SMS Marketing is Like Facebook Marketing, But Better
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.
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.
5 Winter Phrases for SMS Marketing [Infographic]
How To Craft Your SMS Opt In Messages
You’ve probably seen many SMS opt in messages. They’re usually short little blurbs on websites, flyers, TV ads and many other places. You might have even heard one on the radio. They’re so simple, it doesn’t seem it would take a lot of time to make them right?
Don’t Worry, SMS Messaging is Still Perfect for Marketing
Brits feel “bombarded” by too many messages from brands on mobile. Does that mean SMS marketing doesn’t work anymore? Actually no, it just means most brands are probably doing it wrong. Find out why UK consumers feel that way and how your brand should be using SMS marketing the right way.