Text messaging is ubiquitous these days… You can’t do it while driving…Apparently, it’s the only way teenagers communicate with each other… It’s so easy my mom can do it… Charlie Sheen gets pitched publicity ideas via text… It’s everywhere.
Marketers realized early that SMS (Short Message Service) could be a powerful medium. But, like with any good marketing, the medium must be right for the message, and marketers can’t miss the window of opportunity.
So why should you add SMS to your marketing mix?
SMS allows for a seamless 1:1 conversation with your consumer. As smart phone adoption rates fast approach 50% by end of 2011, SMS becomes more valuable to marketers because you can have one seamless experience with your customers from SMS to sales.
SMS has incredible Open Rates, 4-5 times higher than email. The average Click Through Rate (CTR) for text messaging is 14.06%; average conversion rate is 8.22%. E-mail has and average CTR of 6.64%; average conversion rate is 1.73%, according to the Direct Marketing Association’s 2010 Response Rate Trend Report. The CTR for text messaging will undoubtedly decrease overtime just like email did, but there is a window of opportunity now, so jump on it.
Text Messaging is the most popular smart phone activity (65%), beating out mobile browsing, using apps, playing games or listening to music.
Using such personal devices means 24/7 marketing. Other forms of messaging like direct mail, email, broadcast media are limited in times of exposure. Most users carry their phones with them everywhere they go, making it a very personal marketing experience.
Our next post will address the most effective ways to use SMS. Stay tuned! In the meantime, have you seen any good SMS marketing out there? Let us know!