Text marketing campaigns are becoming very common place in todays retail
and service sectors. From pharmacies to fitness gyms and from furniture stores
to pizza parlors, text marketing is becoming a widely used and thoroughly effective marketing tool.
Outlined below are the five most important reasons why I believe text marketing outperforms all other marketing methods.
1. Low Cost and High Return on Investment
Commercials, print ads, sponsorship and outdoor advertising can all be cost
prohibitive for many bar those with lavish marketing and advertising budgets.
Text marketing however has such low set up and running costs that campaigns can
be launched and executed for a fraction of costs associated with the more
traditional marketing channels.
With the cost effectiveness and high response rates of text marketing
campaigns, there are simply no other marketing mediums out there that can touch
it for return on investment.
2. Open Rate and Response Rate
The statistics do not lie. Almost 100% of text messages are opened. Mobile coupons and
special offers sent by text message have a redemption rate of between 5% and
15% as compared to 1% and lower for traditional coupons. If you want your
marketing message or special offer read and used, then text marketing out
performs all others with quite a bit to spare.
3. Intimacy and Personalization
Your keys, your wallet and your phone – these are the only things that you
never leave home without. The mobile phone is probably the most intimate object
that a person owns in the fast moving digital age and few electronic gadgets
have become as close a part of our daily lives than our mobile phone. Because
mobile phones are such a personal part of our world, this form of mobile
marketing has the potential to create a uniquely powerful impact on the
recipient. Text messages can be personalized to the recipient and delivered to
their pockets within seconds; no other form of marketing can achieve this level
of intimacy and personalization.
4. Speed and Flexibility
We now live in the fast moving information age where circumstance and
environment can change on a daily if not hourly basis. The modern business must
be flexible and adaptable to keep pace with the change and so must their
marketing campaigns. As there is virtually no lead time to text message
marketing, campaigns can be conceived of and delivered to their target audience
in a matter of minutes. Whether its driving footfall on a slow day or clearing
stock before months end, the speed of a text message cannot be matched. Text
marketing allows businesses to immediately respond to the events of the day or
to a competitors special offer almost instantaneously.
5. Highly Targeted
The days when marketers could send out marketing messages into the ether in
the hope that they would land on their target consumer are over. For any
company with even one eye on costs its now essential that every marketing and
advertising campaign they run is highly targeted. Marketing messages sent by
text message are sent directly to the pockets of their target market and are
opened within minutes and sometimes seconds. In addition to this, as these
subscribers have already opt-ed in to receiving these marketing messages they
are much more likely to purchase than the recipients of other types of
Traditional marketing took the carpet bomb approach where as text
marketing takes the sniper approach. As a result of this no other form of
advertising can compete with text message marketing when it comes to reaching
the most highly targeted audience.