Mobile marketing and business SMS have enjoyed unprecedented growth over the last few years, and there’s no indication that the trend will stop anytime soon. As online retailers are interacting with and engaging customers via mobile devices, it’s important for them to focus on the advantages mobile marketing holds over traditional online marketing methods.
- It allows you to be everywhere, all the time. Most people who use smartphones have them within arm’s reach 90% of the time, even when they’re not near a computer. Almost 90% of adults in the US have a mobile phone, so mobile marketing makes it easy to strike up a conversation at any time. With an effective mobile marketing plan, you can reach your customers at all times, but there’s the potential for interruption if you send too-long or too-frequent messages. Let your customers lead the conversation and you’re good to go.
- It’s affordable. Mobile marketing is one of the most cost-effective advertising methods available today; it’s also very easy to start and manage when compared to other conventional ad strategies.
- You can more easily manage data and reduce targeting mistakes. Business SMS is more effective compared to other marketing methods because the transaction linking method is unique (the customer’s phone number). Unlike cookies left on PCs, or dynamic IP addresses, or postal addresses, mobile phone numbers are static and the main way wireless companies transmit information.
- It’s quantifiable. It’s very easy to track your campaign’s results, with tools like page visits, downloads, opt-ins and other metrics. The tracking method you use will depend on your mobile marketing method.
- Your messages will be on-time and relevant. Since mobile devices are always on and always aware, communications will be more timely. The use of text messaging and micro blogging apps like Twitter allow for greater informality and spontaneity in marketing efforts, and most people respond to text messages faster than snail mail or email.
- You’ll know where your customers are located. Knowing where your customers are coming from can be instrumental in engaging them in conversation. It provides you with contextual clues and proximity information; it’s a double-edged sword because there are times when your customers may not want to receive your marketing message (such as when they’re in the movie theater or at a concert near your business).
- You can enjoy greater intimacy with and through the device. Many people share PCs, but not many people share mobile phones. Many people see their phones as extensions of themselves, and a lot of those people personalize those devices. A mobile phone allows people to hold very private conversations, and wherever that level of intimacy is seen, conversations need to be founded on respect and trust.
These advantages of business SMS are the keys to engaging your customers in conversation through their mobile phones, tablets and other devices. When you focus on the concerns and benefits of each of those advantages, you’re going to have an easier time turning prospects into repeat customers.
This post was written by James Harper on behalf of CollStream, the business SMS marketing specialists.