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.
Beauty is in the eye of the beholder. But could text messaging really be considered beautiful? You might argue that it depends on the messages you get! That’s a valid approach, but I recently found a description of mobile messaging that made me believe it is indeed beautiful, so I thought I’d share it with you.
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.
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.
In marketing, everyone wants to be more influential and persuasive in order to build loyalty and return custom. To gain the highest ROI, businesses want their marketing campaigns to speak to every individual in such a way that makes them feel connected and yet, with every will in the world, an SMS marketing campaign is only going to achieve this high conversion and success if it manages to tap into consumer psychology.
If you’re still not sure about why you need SMS marketing, this blog takes you beyond the usual statistics to show three convincing reasons why you do. Find out how it provides value to you, and your, customers a variety of ways.
Keywords are a big deal in SMS marketing. They’re more important than ever, whether you use a shortcode or a virtual mobile number (VMN) if you’re planning on using two-way messaging. Here's what you need to know to help you choose the right keyword for your SMS marketing campaign.