Why SMS Marketing Is Crucial For Your 2016 Marketing Plan

Just like direct mail, print advertising, and television commercials, some brands have shunned SMS marketing in favour of more ‘trendy’ promotional practices such as social media and Search Engine Optimisation (SEO). But this is somewhat unfair, as SMS marketing remains a relevant and influential medium for attracting the attention of consumers.

First of all, it does not exclude any demographic, as the vast majority of people around the world own a mobile phone. Secondly, it is not a form of inbound marketing unlike other techniques that are now considered relics of selling. Last but not least, SMS marketing takes advantage of the fact that more and more consumer activity is taking place on mobile.

Unrivalled access to global audiences

According to the United Nations’ agency for information and communication technologies, there are over seven billion mobile phone subscriptions around the world, which is roughly one for every person. Therefore, with international SMS marketing from a provider like Global Messaging, virtually any customer can receive your communications.

Even though the content of text messages will need to be created and crafted with different personas in mind, there aren’t many other marketing mediums that deliver such extensive scope. SMS marketing doesn’t require the recipient to have an internet connection or any credit on their mobile phone either, providing direct access to any individual wherever they may be.

Two-way communication with customers

Another reason why SMS marketing is crucial for promoting and publicising your brand is that it can afford two-way communication with the customer. Other marketing techniques that are now considered obsolete simply tell audiences what goods or services they should be buying.

But just like asking for responses on social media, SMS marketing can be used to initiate automated conversations with your clientele. For example, you can ask for opinions on a new product, conduct surveys about buying preferences or launch competitions and contests. Customers will actively engage with your brand through SMS marketing and hold the company in high esteem for reaching out to them.

The increasing importance of mobile

Google announced earlier this year that it was witnessing more search activity on mobile devices than desktop computers. This is yet another indication that today’s society wants to consume content and information immediately while on the go.

Although SMS marketing does not require the internet to be effective, it can be used to embed URLs to specific landing pages on your website. What’s more, if people are increasingly using mobile phones for Google searches, they will be conducting other activity via these same devices too. As a result, you can rest assured that any text message will be seen sooner rather than later.

This is backed up by the fact that recipients open 90 per cent of all SMS messages within three minutes of landing in their inboxes. So, alongside your existing marketing intentions for 2016, make sure you consider the power and potential of text messages, as it could be argued they are more relevant now than ever before.