The SMS Marketing Blog

[ By Ez Texting ]

The Big Mobile Marketing Match: Email vs. SMS

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No doubt about it, email marketing has been king for many years in the new media advertising realm. The accessibility to potential clients, coupled with low-cost delivery has proven to be a boon for marketing campaigns across the board. Since spam filters have enhanced and email open rates have decreased, however, SMS text message marketing has taken a leading spot in digital advertising.

First off, there are a great deal more mobile users than email users. According to a study by Ericsson in 2014, there are reportedly 4.5 billion mobile users in the world. This number does not include users who own and use multiple devices. Each of these users has the capability of receiving a text message via SMS. The Radicati Group recently reported that there are a projected 2.5 billion email users around the globe. Essentially, that’s about 45% more people who can receive SMS versus email.

SMS, unlike email, has not yet been impacted by spam – at least not in the same fashion. Often emails that are completely legitimate are considered spam simply because inboxes are inundated with junk mail. This has driven down the possibility of connecting with readers of email, with only 22% of messages having the opportunity to be opened and read by email users. SMS, in contrast, has a 98% open rate by mobile users, with only 1% filtered by spam text messaging.

Think about how the average mobile user addresses a text message versus an email. For years, email users have complained about the content of their inboxes, scrutinizing the subject lines to determine if each email is worth opening. When mobile users receive texts, however, they choose to open virtually all of them. It is still natural for mobile users to assume a text is coming from a more trusted source, whereas email users are highly skeptical of the correspondence they receive – especially if they do not recognize the sender. Perhaps as text marketing is adopted by more companies, this trend will alter toward the high filtration rate of email filtering. On the other hand, with such strict guidelines set forth by the FCC when it comes to SMS marketing, the level of spam texting may stay significantly low for quite some time.

The real benefit of SMS marketing is the increased rate of return. It’s true that companies must still market via email, just as they must continue employing traditional advertising channels. But the open and click-through ratio for text messaging far surpasses that of email or traditional marketing methods. The numbers don’t lie – consider ramping up your marketing game by developing an effective SMS campaign today. You’ll be happy with the results.

SMS is Helping Scotland Improve Public Health

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In the last couple of years, the government of Scotland has commenced with several widespread mobile marketing campaigns to enhance public awareness, especially regarding health. Working directly with SMS-based marketing corporations, the government has rolled out some advertising campaigns to raise awareness about quitting smoking, children’s safety, and breast cancer. The common thread among all of these campaigns is a widespread connection with the public, as well as a series of calls-to-action. The Scottish citizenry have responded, and these campaigns are being lauded as great successes.

First, the government of Scotland provides a texting service for quitters – those who want to quit smoking, that is. The service is simple: mobile users may send a text to a specific number, including the exact date they wish to give up smoking. Daily, an automatic reply calculates the number of days that are left until they quit. It also provides them with daily incentives and tips to quit through an app called the “quit calendar.” The application and the text-based program are beginning to show some terrific results.

Second, the Scottish government has worked in tandem with a company called Incentivated alongside the Scottish Children’s Panel to provide a service regarding public hearings. With just a simple text, adults can sign up for hearings regarding child safety within the home. The service automatically calls mobile users back with information about child safety, and provides them with the ability to secure a seat at the hearing they wish to attend. In the first month, this service received over 1500 responses from the Scottish public.

Finally, in the latest example of SMS marketing for the Scottish government, the company Incentivated provided a way for women to locate the nearest breast screening center. The ad gives a simple code and a call-to-action, and has been included with government advertisements in print and online. When a mobile user texts in, they receive a reply with a local telephone number of the nearest center, and it urges them to make an appointment if they haven’t had a screening in the last three years.

All in all, mobile technology for the common good is easy-to-use and gaining traction not just in Scotland, but around the world. These campaigns target the public right where they live, providing simple services with the push of a few buttons. Opting in via SMS allows mobile users to decide which services exactly they want to be notified of, thus providing users with practical, real-time information they find useful. Expect to see more of these types of mobile marketing campaigns in the near future.

Is Beacon Technology Going to Change the Retail World?

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Beacon technology incorporates the power of consumer-targeted advertising with location-based mobile marketing by installing small pieces of low-cost hardware within the shelves of retail stores. When customers enter a store with Bluetooth-enabled mobiles or tablets, the business can send customized advertisements directly to their devices thereby enhancing their shopping experience. While Beacons have only recently begun to appear in shops, the technology itself is already part of Apple devices since the 3rd generation of their products. And reports from the tech blogs are starting to take notice of the Beacon technology’s capabilities.

Mass Potential

Apple’s beacon system, called iBeacon, is automatically installed in all devices that use their current operating system, iOS 7. This means that, even if a mobile user knows little about how the iPad or iPhone works, they still have the infrastructure in place to benefit from Beacon technology. There could be as many as 190 million iOS devices currently capable of accessing iBeacons. Undoubtedly, this number showcases the unbridled potential of Beacon technology.

Current Barriers

There is a bit of a curve to this technology, though. An almost equal amount of the mobile and tablet markets use non-Apple products, which are less integrated with the Beacon infrastructure. Because the operating systems of non-Apple products tend to require updated versions of their OS, mobile marketers cannot rely upon these technologies for their Beacon-based advertising strategies.

Furthermore, Beacon technology requires mobile users to “opt in,” in a manner of speaking. First of all, customers will need to download the appropriate app for the business in question, and then they will have to activate it before entering the store. In addition, Beacons require ranging technology to function, which works in proximity of the devices using a mobile’s Bluetooth. The mobile will not receive any pushes or notifications, however, if a phone’s location is cloaked – the customer must allow the appropriate app to access its location for the Beacon to function properly.

The Future

In truth, Beacon technology is only beginning to get a foothold in the physical advertising space, and once it gains some traction, it will be here to stay. The unrealized potential of mobile location-based marketing is burgeoning, just waiting to be deployed. In the near future, we will witness customers taking advantage of flash sales and contactless payment options, as well as living in automated homes where temperature and lighting may be adjusted directly from mobile devices. The rule books have yet to be written. We do know that the key to capitalizing on Beacon technology will rely on corporations’ creativity and connectedness: sharing real-time information with customers to a mutual end and appealing to the changing temperaments of these individuals, all the while motivating these loyal customers in a direction – according to when and where – they want them to be. 

How to Devise a Mobile Marketing Strategy in the Hospitality and Travel Industries

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Nowadays, consumers expect a great deal from travel and hospitality companies, particularly when it comes to ease of access and information in utilizing their mobile devices. Travelers are using their mobiles for all of their needs: booking flights and accommodations, researching events and local hotspots, as well as restaurant reservations, of course. Mobile engagement is at an all-time high for these travelers, with an estimated three out of four people using devices while on a trip – that’s more than four times as many people using their mobiles to enhance their travel experience since 2009.

Corporations in the travel and tourism business have been at the forefront of keeping travelers connected via their mobile devices. The level of engagement is unparalleled. The mobile platforms in place can empower customers to find local, real-time information, and they allow these corporations to make recommendations for customers according to their preferences. Customers, in turn, can read reviews, compare prices and amenities, and score loyalty points. Best of all, customers may send and receive immediate feedback from their purchases and their experiences, increasing customer spend and attracting repeat business. And the best companies in this business are now rising to the top, managing to give the customer that “ideal experience” throughout their travels.

Creating a Mobile Marketing Strategy: Incentive, Experience, and Rewards

Devising a mobile marketing strategy requires an adherence of three specific best practices. First, a business must focus on incentives: travel deals, discounted fares and hotel stays, even parking coupons. Promotion codes are an excellent way to track advertising, offering free upgrades or deals on dining out. Second, businesses must enhance customers’ experience throughout their travels. In the age of Yelp, several bad reviews can spell disaster for a business. Cater to guests needs: update them on local events and when rooms are prepared, keep them apprised of new offers, and be sure to warn them of any potential trouble (i.e., bad weather, directions to locations, etc.). Finally, customers expect rewards for their loyalty. Give them points and coupons with detailed information about their membership: list their mileage balances, what they’ve purchased, their reservations and confirmation codes, as well. For repeat business, offer them discount codes and find out how their trip went by asking for their feedback.

Every aspect of a mobile device goes into this mobile marketing strategy. Marketers should incorporate all kinds of communications, from SMS, push, and email, to a good old-fashioned phone call. By carefully designing a targeted strategy according to your customer’s individual preferences, marketers can thereby properly execute the right level of customer engagement. The benefit to the consumer is right up-to-the-moment information and access, while travel and hospitality corporations may track customers and market to them directly in order to maximize their reservations and revenue. All in all, the key to a good mobile marketing strategy in the hospitality and travel industries is to increase and enhance customer engagement. The best in the business practice this and – with a little ingenuity and the right direction – your travel or hospitality business could also benefit from the latest in mobile technology.

Mobile Brings 1:1 Marketing Full Circle

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Mobile marketing is the modern face of advertising. Sophisticated tools like geo-location software and mobile apps are stripping away the barriers between business and consumer, affording even the most modestly-budgeted mobile marketing campaign to foster precise, personalized relationships with an audience that never stays still, but for whom smartphones are a constant companion.

If the technology is cutting edge, the concept of one-to-one marketing is anything but. It dominated the commercial landscape until the middle of the 20th Century. Before radio, television and print media were widely available, the romantic image of the door-to-door salesperson selling his wares directly to customers was very much a reality. ‘The user experience’ – as nobody called it then – was top notch: a sales rep came to your home, demonstrated the worthiness of their product and, perhaps most importantly of all, put a face to the brand.

This marketing strategy provided accountability, intimacy and transparency, but was ultimately put to bed by the rise of mass broadcasting technology. Instead of reaching a few thousand people by sending out a hundred reps to knock on doors, businesses could reach millions in one go via a television commercial. For much of the post-war 20th Century, big advertising meant big networks and big money. Corporate muscle (devoid of accountability, intimacy and transparency) ruled the roost and the little guy was out in the cold. Who could compete?

The advent of cable television dealt the first blow to this monolithic, monopolized marketing culture. By appealing to niche markets on specialized channels, the company message might reach fewer people, but the percentage of conversions would be higher. Slowly but surely, broadcasting was superseded by narrowcasting.

Narrowcasting allows marketers to:

  • Disseminate messages to different demographics and adjust each message accordingly
  • Make sure content is only available to specific groups
  • Provide high levels of relevance to the recipient

The trend started by cable television went stratospheric with the arrival of the internet, an ultra-targeted information portal that didn’t have to predict what people wanted; you could find exactly what you needed by filtering out everything else. Direct marketing wasn’t just back in business – it was business.

But the web solution also presented a problem: market fragmentation. One of the earliest constituents of the internet lexicon to take root in the public imagination was ‘SPAM’ – and it wasn’t because people liked it. In addition to filtering the information they wanted via search engines, people were ignoring the information they didn’t want by automatically trashing unsolicited emails from businesses. As soon as every business was shouting from the same platform, the public simply turned the volume down. By the mid-noughties, online marketing was threatening to become white noise for all but the richest of traders, who could afford to roll out costly SEO campaigns and buy space on premium web real estate. 

Just when it looked like marketing power would once again be predicated on deep pockets, SMS messaging stepped into the breach with a more refined approach. Ironically, commercial texting’s wilderness years were brought to an end with the rise of the smartphone. Mobile devices are no longer simply convenient portable versions of landline phones. They are indispensable hi-tech appendages, the use of which is beginning to overtake desktop as people’s primary point of access to the web.

This increased focus on handheld devices has done wonders for SMS messaging. While consumers continue to spam filter emails, more than 90% of text messages are opened and read within minutes. Long before the humble text became a mobile marketing strategy, it was used primarily for personal communication. As such, it is a trusted channel, and mobile marketing campaign managers have cleverly reciprocated that trust by building opt-in only contact lists. In 2014, the holy grail of mobile marketing tactics is to transmit a unique message to individuals who want it, tailored to their wants and needs.

This new, consent-driven iteration of 1:1 marketing is allowing companies to reach customers on their own terms, and to offer preference-based special offers. Personalized marketing is back – and you don’t even need to leave the office to do it.

Six of the Best: Reasons to Use SMS

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Despite the appeal of other emerging forms of communication, text messaging via SMS is still the most popular choice for mobile users. Four billion people around the globe use SMS, sending upwards of a trillion messages each year. Due to its popularity it’s no wonder that mobile marketers agree: pound for pound, SMS allows for the furthest reach to the widest audience. But why is SMS the best selection for a mobile marketing campaign? Here are several reasons:

1)Popularity

As mentioned above, SMS is the most popular form of mobile communication. At least 70% of the world’s populace uses a mobile phone, and of those subscribers, 80% of them use text. With reach like that, mobile marketers will want to incorporate SMS into their marketing strategy.

2)Permanence

First off, text messages can be sent at anytime to anyone. Even if the receiver is offline, they will receive the SMS once they are back online. Messages do not expire, and will be read as soon as the recipient is free to read it.

Furthermore, SMS users tend to remain SMS users. Many different communications platforms have been developed since the late 20th century: fax, email, IM, as well as the more recent platforms of apps, multimedia messaging, Facebook and Twitter. Consumers choose text messages due to their widespread availability and the low cost. Also, practically everyone knows how to send and receive text messages. For years, SMS shall go head-to-head with the mobile user’s other most common type of communication (voice calling).

3)Capability

SMS-style messages have numerous capabilities. They can include binary data, pictures, music, logos, animations, and coupons/vouchers. Information can be exchanged between applications. And in fairly recent news, SMS is able to utilize mWallet services – an invaluable asset to have in today’s mobile marketing landscape.

4)Dialogue

Text messages are a two-way street, allowing for back and forth communication between users. From a marketing standpoint, this paves the way for feedback, comments, and join-in promotions using SMS. Many marketing campaigns ask users to send them photos within messages. In one example, BBC radio ran a picture-messaging campaign for the MDA that was wildly successful – to the tune of over forty-thousand picture messages in a 24-hour period!

5)Payments

SMS promotes the use of reverse payments, where the recipient may opt to pay for the message. In the case of valuable mobile content, this is the most common method to receive payment. Also, charities have utilized SMS’ payment capabilities, providing a channel and a means for eager donors.

6)Economy

Certainly, bulk SMS messages can be costly, but they are cheaper than the Post Office. Also, since the messages are short, they are more likely to gain the attention of busy mobile users. And clever retailers can do a lot using only 160 characters.

Perhaps one day there will be a way for advertisers to break through the noise, creating targeted cross-platform advertisements that reach every mobile user available. Since SMS is the most widespread and powerful mobile marketing tool currently available, be sure to incorporate text messaging strategies into your marketing campai

Our New Look Site: Ez on the Eyes, Ez on the Fingers

As a vendor of impartial mobile marketing news and opinion, we don't usually crow on about our own website, but some important changes have been made that will make your experience better than ever.

Here at EzTexting, we’ve been hard at work redeveloping our website. We scrapped our old design. Our features have been streamlined, and we now have brand new ones to share. We’re happy to announce our new Fremium pricing product, available now to our customers. In order to bring you the best texting services available on the internet, we are constantly looking for ways to enhance our product.

We had to start afresh with the design. We gathered feedback from our existing customers, and adopted an objective view of the website. Looking at EzTexting through this lens, we discovered that the site needed to be overhauled, in a manner of speaking. With an emphasis on a more appealing layout and a sharper focus, we are proud to unveil this new site to our clientele.

We developed our new design in order to improve your experience each time you visit EzTexting. In the business of SMS marketing, we seek to create a seamless path of least resistance between you and your customers. By redeveloping our site, we’ve got you back in the cockpit with a whole slew of new bells and whistles.

Naturally, when a business decides to redesign their site, it gives them the opportunity to share their latest features. We intend to do just that. Take our Fremium pricing product, for example.  Fremium allows a new customer to send hundreds of texts for free, with no obligation. It’s just that simple.

Since the landscape of the World Wide Web constantly changes, we at EzTexting know the value in adaptation. A few years ago, net users had to contact the internet through a dial-up phone line. (And we were lucky if we could even load a few web pages!) Nowadays, there are several ways to access the web: on your mobile, with a tablet, or with your trusty computer. In light of these changes, our website now provides access for all sorts of devices and platforms with ease.

It is paramount that EzTexting has everything you need to send (and receive) your mobile marketing content. You are cordially invited to tell us what you think of the new décor: provide us with your feedback, and we’ll give your critique the attention it deserves. We think you’ll agree that the website’s makeover is a welcome change and, as always, we are happy to provide you with the latest technology – right at your fingertips.

The Future of mHealth Technology

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Every day the technology of our mobile devices continues to improve, and every day there are new applications for it. The healthcare industry is poised to take advantage of this technology by providing access and mobility to its customers around the world.

This particular market called the mobile health market, or mHealth, has yet to reach its full potential. Currently, doctors and patients can interact through texts, email, and apps, as well as through sharing pictures and video. But this is just the beginning. Mobile devices have given us opportunities for real-time communication and collaboration, which is a boon for the medical industry. Also, there are increasing opportunities for improving access to quality care through mobile access (as soon as the powers that be approve these mobile accessibility apps). In the meantime, healthcare organizers are looking for short term solutions.

With over 140 million smartphone users in the U.S. – and another 60 million projected users in the next five years – mobile marketers are looking to take advantage of the need for mHealth technology improvement and engagement.

So far, customer desire for mHealth technology has had a slow takeoff. Only about 10% of the U.S. population has ever used these technologies. In addition, there are many obstacles for mHealth to grow: the traditional channels of medicine include solutions for banking, insurance, and travel, whereas mHealth must find new solutions to these hurdles.

On the other hand, several new technologies have managed to appeal to the public. Digital hospital rooms, virtual medicine kiosks, and mobile e-health devices are providing physicians with crucial information on their patients, aiding them in the process of diagnosis, monitoring, and treatment. Remote monitoring of clients has proven to be very useful to both the medical industry and patients, as well. Also, mobile devices have access to Electronic Health Records and patient information from remote locations, offering call scheduling, training and education, as well as communication for appointments and reminders. Finally, as wearable technologies are beginning to catch on, new mHealth technologies may be incorporated into them, allowing the user and their doctor(s) to track their progress and recovery.

The lack of engagement in mHealth comes from the lack of standardization in these new technologies. There are currently too many types of mobile platforms to have a standard mobile app, and several of these competing apps provide many of the same functions for the consumer. Also, the legal ramifications of using the technology are dictated by HIPPA, so there must be new laws in place to ensure compliance. By developing real-time apps where patients and physicians can share information concurrently, consumers will more-than-likely see the value in adopting these new technologies.

In years to come, we will begin to see healthcare consumers embracing mHealth for the future of their own healthcare. They will likely expect more of their healthcare provider (since consumers are experiencing higher out-of-pocket payments for medical services). The key will be to provide high-quality, low-cost health care by eliminating as many middlemen as possible, thereby restoring the doctor-patient relationship. With mHealth, a consumer will have more access to medical professionals and, in turn, medical professionals will be more responsive to their patient’s needs. There will be a welcome competition in the medical industry in the future according to these factors, and the incorporation of mHealth technologies can give individual businesses an edge over their fellow medical practices.

Hispanic Market Growth Reaches New Heights

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Though we are still in the early days of mobile marketing, new technologies are allowing businesses to share their brand in revolutionary ways. Reports about new advertising techniques and ways to reach consumers on their mobile devices are flooding the blogosphere. But are advertisers paying attention to the changing face of the mobile marketplace? The real news flash: The Hispanic Market represents the fastest growing segment in the U.S.

This information from the Census Bureau and Nielsen is not really new. Marketers have been watching for years as this minority has grown into a significant force in the advertising world. Currently about 1 in 6 Americans are Hispanics. By the year 2050, however, Hispanics will represent one-third of the entire American populace.

These statistics are even more significant when we look at buying power. Hispanics command over $1 Trillion dollars in spending capital. The media have been aware of their buying power for a couple of years now: in 2012, the U.S. media spent $7.9 billion in advertising dollars that target Hispanic consumers.

Market analysts have been mining this data to find out what makes Hispanic consumers tick. The average age of Hispanics is 28 years old, and nearly 8% of Hispanics use their mobile devices to seek out content. Neilsen studies have shown that Hispanics outpace all other ethnic groups in mobile downloads of music and photos, and they are more likely than others to watch video on their mobile phones. Most Hispanics age 18 or older spend about 4.5 hours per day using social media. About half of Hispanics use social media during purchases, in the form of product reviews, the best deals, and to share their own shopping experiences. By incorporating this data into their strategies, mobile marketers have the opportunity to take advantage of how and where Hispanics spend their money.

Hispanics are also heavy phone users. On average, they send and receive more than 900 texts per month – more than any other ethnic group. Also, they make an average of thirteen calls per day, which is 40% more than the average U.S. consumer.

Hispanic consumers have a history of committing to certain brands. They are 25% more likely to follow a brand than the average U.S. adult. In a recent survey, 38% of Hispanics admitted that they generally select certain brands when they have customer loyalty programs. In a similar fashion: Hispanics are 18% more likely to follow a celebrity. 

According to Nielsen, Hispanic video viewers are 68% more likely than non-Hispanic White viewers to watch video on the Internet, and 20% more likely to watch video on their mobile phone. This may be due to the fact that Hispanics are less likely to have internet access at home than the average U.S. consumer (14% less likely, in fact).

There is a wealth of data available surrounding customers in today’s fast-paced world of mobile marketing. Knowing the ways that Hispanics choose to do business can give you a leg up against the competition. By approaching the Hispanic population with a mobile app, service, or direct mobile marketing, marketers can successfully target a consumer base that practice brand loyalty and constant engagement. It’s time for mobile marketers to wake up to the thriving Hispanic market.

Hospitality Industry Divided Over Mobile Marketing

 

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New research from Omnico indicates that UK consumers are less likely to use mobile devices to engage with hospitality service providers when compared with other industries. Just 13% of consumers said they would use mobile to interact with hoteliers and travel agents.

This reticence is understandable when examined from the consumer point of view. People ultimately want a better user experience, but with so many metrics to consider when booking a holiday, it’s possible that small screen devices are given short shrift. Filling in multiple fields – car rental, flights, hotels etc – is a hassle even on a desktop. Even on a mobile-optimized site or app, there’s simply too much information to divest for a quality user experience. 

Thankfully for the industry, the point of purchase is just one step in the process. There is still plenty of scope to create a compelling mobile marketing campaign that simply hands off to desktop at the point of sale. 

And despite the apparently-negative data collated in the UK, mobile usage has been steadily increasing in the world of hospitality. A Forrester survey from last year identified a 450% increase in mobile bookings since 2009. Some analysts predict mobile sales will be worth $26 billion by the year’s end. That’s one in five online travel dollars! 

The biggest mobile marketing strides have been made post-purchase, with 75% of travelers using a mobile device to shop and book activities while on holiday, according to Forrester. Clearly, this is where the hospitality industry is benefitting most: reaching consumers who are already on vacation and for whom smartphones and tablets are the only readily-available web-connected device.

If you’re trying to create a mobile marketing campaign that works, focus on enriching the entire experience, not just selling vacations. Offer portals for booking restaurants. Provide information on local tourist sites. Gather user reviews that could help future customers. Break your mobile marketing strategy down into three key practices:

  • Promotion. Offer last minute deals, hotel discounts or coupons. Mobile – and especially SMS messaging - is perfect for issuing time-sensitive information.
  • Loyalty Rewards. Offer loyalty points with personalized incentives attached. Track data to give reward customers with the things they like. If they’re clocking up thousands of miles, offer air miles. If they use the same hotel chain around the world, try to partner with that hotel to offer discounts.
  • User Experience. Keep customers up to date on new destinations. Send weather forecasts, or travel directions. Stay engaged throughout their trip and solicit feedback in the form of reviews.

A balanced mobile marketing strategy is of vital importance in an aggressively competitive industry. The beauty of mobile is the ease with which you can subdivide customers according to personal preference, so even if your primary booking platform is your desktop website, stay plugged in to mobile and you’ll reap the long term benefits.