Traditionally, agencies have relied on old-fashioned channels for advertising, resulting in a madhouse of billboards, emails, television and radio ads, all competing in unison to be heard or seen by your clients’ target audience groups. But email open rates have plummeted to a lackluster 22%; radio and television ads are expensive for clients and unreliable as a method of engagement; direct mail gets lost and has an open rate of only 2-5%. It’s time to update your clients’ marketing methods -- and luckily, that means simplifying the way they think about and approach prospect outreach.
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SMS is an ideal way to generate leads for businesses. And there are lots of reasons for that. It’s one of the most affordable marketing mediums available with low-cost investments generating truly impressive ROI. It has a universal reach, accessing customers without Internet connections – a huge benefit over mobile messaging apps. No other advertising platform can virtually guarantee that your message will be read by your customers the way SMS can.
Over the past few years SMS marketing has become a legitimate advertising channel in some parts of the world. This is because unlike email over the public internet, the carriers who police their own networks have set guidelines and best practices for the mobile media industry (including mobile advertising). The IAB (Interactive Advertising Bureau) and the Mobile Marketing Association (MMA), as well, have established guidelines and are evangelizing the use of the mobile channel for marketers. While this has been fruitful in developed regions such as North America, Western Europe and some other countries, mobile SPAM messages (SMS sent to mobile subscribers without a legitimate and explicit opt-in by the subscriber) remain an issue in many other parts of the world, partly due to the carriers selling their member databases to third parties. In India, however, government's efforts of creating National Do Not Call Registry have helped cellphone users to stop SMS advertisements by sending a simple SMS or calling 1909.
Dunkin Donuts revived some of their failing stores with an SMS campaign that they advertised through online ads and radio. The campaign rewarded customers for sharing the text offers with their friends. By encouraging sharing and word-of-mouth in their promotion, they leveraged their spending on their SMS campaign and managed to provide sufficient incentive that 17% of those who received texts forwarded them and 7,500 people opted in to their loyalty program. The result was a 21% increase in store traffic. Impressive results.
Mobile marketing differs from most other forms of marketing communication in that it is often user (consumer) initiated (mobile originated, or MO) message, and requires the express consent of the consumer to receive future communications. A call delivered from a server (business) to a user (consumer) is called a mobile terminated (MT) message. This infrastructure points to a trend set by mobile marketing of consumer controlled marketing communications.
For example, it cost $99.95 to purchase 3,245 successfully delivered RVMs. We can normally deliver RVMs to about 70% of the numbers that are dialed. If you send us a list of 7,700 numbers, chances are that about 60% of them (4620) are cell phones. If we are able to successfully deliver RVMs to 70% of them that would be about 3234 successfully delivered RVMs. That is just 13 less than the amount you can purchase for $99.95.
At a fraction of the cost of more traditional -- yet less effective -- marketing channels, SMS and MMS are as cost-effective as they are powerful. Ninety percent of consumers who have joined mobile loyalty programs feel they have gained value from them, and nearly two-thirds of consumers subscribed to mobile marketing indicate that they have made a purchase as a result of receiving a highly relevant mobile message. SMS text messaging is a no-brainer addition to any marketing portfolio. Text message lead generation is a powerful growth strategy. Start adding SMS marketing to your clients’ campaigns and watch their -- and your -- profits grow.
*Ding ding* One new text. Maybe it’s that cute boy you’ve been talking to in chem class. Maybe it’s your boss wanting to congratulate you on your performance. Or maybe, just maybe, it’s an irresistible text offer from your favorite retail chain. What’s the first thing you do? Open it, duh. If you swipe left and delete the message before even reading it — well kudos to you, you’re a borderline extraterrestrial. Personally, I can’t remember the last time I didn’t open a text message, and I’m sure you can agree.
The need to generate subscribers does not go away after your text marketing campaign launches. You should keep a continual focus on acquiring more mobile numbers to grow your subscriber base. Oftentimes, getting a new customer to subscribe is simply a matter of letting them know the option to receive texts exists. Think outside the box and utilize different marketing channels to advertise your opt-in keyword and short code to drive new subscribers.
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