SMS has carved out a place as one of the key marketing tools for the modern business. With affordable, effective application for both B2C and B2B marketing, text messaging is also being used as an internal communication method. If there’s one remote communication technology you can be sure everyone has access to, it’s text messaging.
Therein lies the principal appeal of SMS: it’s universality. Not only do people across the globe have access to SMS, the majority of them carry a phone everywhere, which means that access is readily available, often within minutes of a message being sent. Let’s take a look at the reasons why text messaging is the surest way to reach the largest number of people:
- Global Reach. There are phone carriers in almost every country in the world, and because SMS works on 2G networks (as well as 3G and 4G), it can be used to communicate with an active mobile phone anywhere in the world.
- Classless. Unlike other mobile technologies such as apps and geo-location, text messaging doesn’t require a smartphone. Indeed, the SMS protocol predates the advent of the smartphone by more than a decade, which meant it was so widespread by the time everyone started carrying miniature computers in their pocket that it was beyond reproach. No phone manufacturer has even considered not including this simple feature on their phones. The smartest smartphone can communicate with any active cell phone built in the last 20 years in two ways: a phone call or a text message. That’s a pretty level playing field for global communication.
- More likely to be read. Than any other form of digital communication. Conservative estimates reckon at least 90% of text messages are read within three minutes of receipt, and unlike emails, they won’t get spam filtered or routinely ignored.
- It’s economical. Not just in terms of financial cost, but because of the 160 character limit - a major part of the appeal when it comes to actually reading messages - it requires an economy of language that all marketers should be seeking to use anyway. Your brand message will be clear, concise and direct. It has to be!
- It’s permission based. Because consent is required, you know your messages won’t form just another part of the digital white noise we’ve all become used to tuning out on a daily basis. Anyone who receives your SMS messages has requested them, making them much more likely to engage.
- It plays well with others. SMS messaging works in harmony with other forms of digital marketing, allowing you to create a truly ‘joined up’ mobile marketing campaign. If, for instance, you have details of an upcoming event on your website, SMS messaging is the perfect way to alert customers to it and include a link to the full story. By incorporating SMS messaging into your overall mobile marketing strategy, you will maximize your reach.