Adding Text Messaging to Your Marketing MixAssociation of Strategic Marketing
October 23, 2012 — 1,264 views
Adding Text Messaging to Your Marketing Mix
With a consumer culture that has become increasingly reliant on mobile devices, choosing to add text messages to a marketing strategy can be a wise decision for companies looking to stay relevant and fresh. Text messaging marketing represents several unique benefits, allowing sales to be increased at a relatively low overall cost. Unlike traditional advertising methods, text messages are rarely ignored by consumers, further solidifying their role in a well-developed marketing plan. Before launching into the domain of text messaging, it is vital for marketers to keep a few essentials in mind. Utilize the following tips to make certain that text messaging integrates seamlessly into an existing marketing plan.
Obtaining Cell Phone Numbers
Many consumers are hesitant to give out their cell phone number, fearing spam or unwanted messages. To combat this issue, marketers will often offer giveaways or exclusive discounts in exchange for registration information, including a cell number. It is essential to continually devise new ways to encourage consumers to hand over their numbers, for without them, a text messaging marketing strategy is kaput.
Building a Relationship, Not a Fleeting Connection
Some marketing professionals have mistakenly attempted to use text messaging as a way to reap one-off rewards, rather than utilizing these systems to develop a stronger relationship with clients. Utilizing the various text messaging platforms, these tools can be customized to track client spending habits and purchasing patterns. A skilled text marketing plan should take such information into account, in turn targeting consumers for specific promotions and sales. This is much more effective than sending out a mass text to every number in the system and hoping for bites.
Consumers are much more reluctant to interact with brands and organizations that constantly bombard them with information that is not of any relevance to them. Marketers must keep this in mind when working with text messaging. As a general rule, no more than one text should be sent to customers each week, with even fewer texts being advisable in many situations. Highly-targeted and relevant information delivered sparingly is much more effective at reaching consumers over the course of the long haul.
Text messaging represents several unique challenges and benefits for marketing professionals. By carefully managing how these systems are utilized, text messaging can easily serve a vital role in the marketing process. The investment required to implement a text marketing strategy is generally well worth the final results of such efforts.