Mobile marketing tactics like SMS messaging and smartphone-optimized websites are a relatively new phenomenon. Mobile marketing campaigns are revolutionizing the way in which commerce reaches out to consumers. And yet so many companies still don’t have a mobile marketing strategy in place.
There are a number of reasons for corporate hesitance to move with the times. A common canard is that consumers don’t want to receive text messages. All evidence says this simply isn’t the case.
A 2012 study conducted by the UK Direct Marketing Association (DMA) found that a third of Americans said they would rather receive offers such as mobile marketing coupons in a text. Emails were favored by 21%, with mobile apps – somewhat surprisingly – preferred by just 11% of people. It’s not just the US public that’s becoming increasingly attracted to SMS messaging. In France, 60% of consumers prefer to receive offers via text, according to the research.
Many of the misconceptions about mobile marketing campaigns are informed by the email marketing era of the 90s and 00s, when spam was clogging up inboxes all over the world. Some CEOs (wrongly) believe that consumers are sick of receiving offers and ads from companies.
But mobile marketing works in a completely different way. It’s bound by federal legislation which obliges businesses to ask customers for explicit, opt-in permission before sending text messages. Companies are also required to clearly explain the opt-out process, and make sure it can be completed in a hassle-free way. So if you’re worried about irritating your customers with unwanted messages, don’t be.
As we’ve seen, concerns about whether consumers will sign up to receive texts are unwarranted. If the DMA figures are correct, more than half of your customers would be interested in opting in to receive mobile marketing coupons and other info via SMS messaging. The beauty of mobile marketing tactics like this is they’re relatively cheap to implement. You can just dip your toe in and see if you like the results before committing more of your budget.
Consumer attitudes to SMS messaging are shifting. As smartphone adoption continues to rise, more and more people are conducting all their online activity through mobile devices. Devising mobile marketing tactics is no longer a luxury for the tech-savvy entrepreneur – it’s an absolute essential for businesses of every kind.