SMS marketing could hold audience attention where email marketing failed to do so.
Recent research indicates that most 12-17 year olds prefer SMS, instant messaging, and social media to email (HubSpot). Over the last year, their Web-based email usage dropped by 59%. Email marketing isn't as powerful as it used to be if most teenagers prefer to communicate with instant messaging, SMS and social networks. But SMS marketing could be a viable alternative to email.
While SMS marketing could fill the gap for teenager communication, HubSpot also claims that "web-based email usage has been on the decline among ALL Internet users under the age of 55." So SMS marketing isn't just for teenagers.
This is proof that SMS marketing (and social media marketing) deserves a place in mainstream marketing practice. It is not the end of email marketing; however, SMS marketing has two main advantages over traditional marketing such as email. Firstly, customers prefer text messages to other communication platforms. This why advertising on Facebook is also successful.
The second reason for SMS marketing success is that it communicates more closely with the consumer. The 'one-way' transmission model of communication is outdated: successful communication operates in dialogues, not monologues. So SMS marketing, like social media marketing, works because it makes exchanges between organisations and publics as easy as possible. When publics can send an SMS to an organisation and be heard, SMS marketing becomes invaluable to all involved.
SMS marketing is not a 'fix-all:' it can and should be used in addition to other marketing channels. It must be well-planned to get great results. Above all, it needs to offer value to the customer, in accordance to marketing best practice. That 59% of teenagers who aren't using email won't necessarily be customers of SMS marketing today, but as HubSpot put it, "today's kids are tomorrow's customers-and they're probably not going to be reading your email."
Watch this video for a quick introduction to SMS marketing: what it is, why it works, and how you can use it.
Recent research indicates that most 12-17 year olds prefer SMS, instant messaging, and social media to email (HubSpot). Over the last year, their Web-based email usage dropped by 59%. Email marketing isn't as powerful as it used to be if most teenagers prefer to communicate with instant messaging, SMS and social networks. But SMS marketing could be a viable alternative to email.
While SMS marketing could fill the gap for teenager communication, HubSpot also claims that "web-based email usage has been on the decline among ALL Internet users under the age of 55." So SMS marketing isn't just for teenagers.
This is proof that SMS marketing (and social media marketing) deserves a place in mainstream marketing practice. It is not the end of email marketing; however, SMS marketing has two main advantages over traditional marketing such as email. Firstly, customers prefer text messages to other communication platforms. This why advertising on Facebook is also successful.
The second reason for SMS marketing success is that it communicates more closely with the consumer. The 'one-way' transmission model of communication is outdated: successful communication operates in dialogues, not monologues. So SMS marketing, like social media marketing, works because it makes exchanges between organisations and publics as easy as possible. When publics can send an SMS to an organisation and be heard, SMS marketing becomes invaluable to all involved.
SMS marketing is not a 'fix-all:' it can and should be used in addition to other marketing channels. It must be well-planned to get great results. Above all, it needs to offer value to the customer, in accordance to marketing best practice. That 59% of teenagers who aren't using email won't necessarily be customers of SMS marketing today, but as HubSpot put it, "today's kids are tomorrow's customers-and they're probably not going to be reading your email."
Watch this video for a quick introduction to SMS marketing: what it is, why it works, and how you can use it.
About the Author:
This article was written by Andrew Campbell, the Country Manager of TXT2GET Australia. TXT2GET are a leading SMS marketing company operating from the US, NZ and Australia. For more free insights, industry trends and research reports, visit the TXT2GET blog.
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