“Dude, that’s not what we should do! We do not make money from people texting…we are only successful when our customers are.” This is how the conversation used to go with almost all of my family and friends that had not quite grasped what it is we do. That was until recently.
It’s not really that I blame them for not “getting it”. Text Message Marketing just has recently emerged because the defacto marketing medium for small to medium sized business owners. It’s an industry that didn’t even exist some time ago, however it’s literally exploding before our eyes.
Why has the trend caught on so fast? What exactly is so appealing about message marketing?
You will find a simple response to these questions. These are: Value and Access.
Value is an arbitrary concept dependant on every person, however with text message marketing that value could be quantified by the results the business owner receives and also by the amount of subscribers each text alert campaign has. That value of each marketing strategy can now be tracked and stacked against other marketing efforts as well as the results ensure it is clear for the business owner, there is not any better approach to market and advertise.
When the light comes on, it shines…
We have an older brother that is extremely sharp running a business; he’s adequately known and considered an expert running a business launch inside the technology industry. You would probably believe that he’s the type of guy you believe would catch this message marketing concept from a mile away and would then use a million and something applications for this.
That was untrue. I don’t determine it had been my inabiility to clearly convey to him the benefit of text messaging to a businessman or just the simplicity of how it operates didn’t jell with his advanced thinking, in either case he didn’t get it.
Several days ago I got a telephone call from my brother (the genius one). He was excited… well, excited for him. He says to me, “I recieve it, this texting thing works well for middle America! People can text in and acquire an alert or deal or some kind of special immediately on the phone!” It had been like the light had just come on! I said that’s it exactly. What made him finally look at it? He had walked in to a Chick-fil-A nearby restaurant and saw a table tent that said Text CFA to 411247 to receive Freebies and Promotions. He used it, and the light came on!
Obviously I proceeded to clarify to him that email to sms gmail was perfect for that application. The customer gets immediate value and the business gets unprecedented access to the customer’s most personal communication device, their cellular phone.
But that’s not where the story ends…Texting has become being utilized in almost every part of business and it’s embraced by a large number of organizations to produce community, mobilize people, drive traffic towards events and websites, spend less, provide user generated content like weather reports and movie show times. There is seamless integration into existing software applications through API portals, it’s all possible now. You need only look as far as the current Obama campaign to find out the dramatic effect text messaging has already established on the country.
I actually have been astounded and blown away by the results businesses have once they use text messaging to improve their marketing efforts. I’ve had the ability to personally hear from business owners throughout the country which have used text message marketing to boost sales, drive traffic, communicate more effectively, they may be truly applying this technology to dzflri their businesses. What started out as a means for a pizza shop to send its weekly special to your database has evolved into the most powerful and effective marketing medium on the planet.
One thing I actually have observed from the beginning is definitely the always on factor in the cellular phone. When someone walks the door each morning they take 3 things along with them…their wallet, their keys along with their cellular phone. At church on Sunday an announcement is made to turn off your cell phone and the same happens at the movies, our mobile phone’s will always be around. We give our clients the vision of putting their message within their customers pockets when they want and after that we allow them to have the tools to make which happen.
SMS Texting is really a breakthrough communication medium that continues to expand over 250% every year. A report from Emarketer shows that for your average mobile user in america, the amount of text messages placed is more than the number of mobile calls placed. Companies are now connecting to their potential audience and also the customer is responding. I have never seen response rates this rich in some other marketing medium. I still see 12-30% response rates and as much as 95% read rates!
There are numerous of things which are driving this industry and many reasons companies are adopting text message marketing in their marketing plan, but certainly two factors emerge as beacons which should have the light come on to suit your needs. They are Value and Access.