SMS Marketing - still under utilised
Posted by MattE on 22 Mar 2007 at 07:31 am | Tagged as: Marketing, SMS
The use of SMS marketing is still being under utilised in most markets but there is still room for growth in the medium.
Of course it has to be permission based - push marketing is fine, but can backfire badly if the recipient is not expecting it. As the Big Picture blog succinctly puts it…
Like any marketing these days, permission based SMS has to be relevant and either useful or entertaining ( or even both). And brands have to find a way of reminding consumers that they did request the messaging.
Relevant - must meet the needs of the person reading it… Useful, can be defined in a number of ways but can include being notified of specials, changes to services etc… Entertaining…sometimes a bit of humour can do wonders, but in context and used carefully.
Perhaps the most important is to occasionally remind the recipient that they have opted in (especially if you only send SMS on an irregular basis) plus give people the path to opting out - my suggestion is every third outbound message at least.
This means there may need to be some creativity in the message given the 160 character limit, but creativity is always good, not only in the message, but the whole exercise surrounding its sending and offer fulfilment be it phone answering, sales staff brought up to date etc.
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