Traditional marketing and advertising methods are on the decline—perhaps already on their deathbed. According to Forbes, traditional advertising is being upended by a digital wave — the wave of e-commerce. Advertising through newspapers, magazines, radio, and TV have lost their luster as the 21st century has progressed. Many companies are finding these methods to be nothing more than an outdated well in which to throw their advertising budgets.
To reach customers, businesses must meet them where they are — their phone. Most Americans own a mobile device of some sort, and many use it as the sole means of consuming news and media. According to Pew Research, 57% of American adults say they get their news from their mobile device as compared to 30% who use their desktop or laptop computer.
This trend rings true in business as well. Businesses are learning that they must prioritize e-commerce in order to stay ahead of consumers purchasing trends. E-commerce research suggests that 80% of Americans are online shoppers; over half of those making purchases through e-commerce platforms.
If consumers are spending more time on their phones, it makes sense for businesses to leave traditional means of marketing and advertising behind and embrace the digital shift of e-commerce. Mobile marketing must become a priority for companies looking to compete in today’s fast-changing digital economy.
Mobile marketing is not new, but the revolution of the smartphone shot it into marketing prominence. Its demand for priority as a marketing strategy has only grown in recent years with the boom of e-commerce and online shopping.
Mobile marketing seeks to capitalize on the trends and statistics discussed above. It seeks to engage customers where they spend most of their time — consuming media on their phone. Mobile marketing and advertising can be tailored to reach customers through a variety of means:
SMS marketing is a great tool in any e-commerce toolbox. It comes with many advantages over and against other forms of mobile marketing. Here are a few to whet your mobile marketing appetite:
It’s fast – Text messages are viewed quickly. Most people can let an email simmer in their inbox for days (or weeks), but most people open or respond to text messages quickly. Of course, customized text message templates can be created quickly too, watch:
Hey John! Thanks for signing up with our-company.com. Enjoy 10% off your next purchase with this discount code: WELCOME
It’s short. – Most people won’t take the time to read through novel-length promotional material, but SMS marketing gets to the point quickly and concisely—not wasting the customer’s time.
It’s direct. – Text messages bypass the inbox and go straight to the customer’s pocket or purse.
It’s effective. – SMS marketing is effective. According to marketing data, the average open rate for emails hovers around 28 to 33%, whereas the text message open rate boasts a staggering 99%; not to mention a superior click-through rate (CTR).
Now that the convincing is done, let’s look at some tips to maximize and make the most out of SMS marketing.
Ok, really, you should know both equally well. But the point is simple: Know the value you are offering and know the customer you are offering it to. Most companies spend loads of time trying to engineer the perfect target persona — who wants what they got. Good news. That part has already been done.
The beauty of SMS marketing is the fact that the customer must first entrust you with their personal information. This is usually done through some sort of opt-in contact form during the checkout process or captured for security or verification purposes.
This means that at some point during their visit to your website, they saw value in what you offered. Hopefully, that took them to the point of purchase. If it didn’t, why?
It really should go without saying, but here we are. Messaging should be clear and concise. No one wants to do business with a company that sends a message riddled with errors. Something seemingly insignificant can have a big impact on consumer trust — you’re the expert, remember?
If your messaging isn’t leaving your customer with a call-to-action (CTA), why even bother? Sending a message without a CTA is like putting fuel in a car that doesn’t run. The whole point of SMS marketing is to engage the customer in the hopes of getting them to the point of sale — items in the shopping cart.
Customer engagement skyrockets when they are asked to do something — Visit our website, click here for discounts, buy now, etc.
Many people are bombarded by sales and promotional material on a daily basis. Switch it up a little, and they may thank you. If your company has a blog or is looking to be a leader in a certain industry, SMS marketing can be used to educate your customer.
It is important to use every tool at your disposal when engaging in SMS marketing. An abandoned cart recovery tool helps take the thorn out of your side that comes from unrealized sales. LiveRecover is a great tool for businesses looking to maximize their SMS marketing efforts.
SMS marketing seeks to improve your company’s bottom line — making the most out of this strategy could make the difference between a sale and an almost sale. Quite a thin line. Feel free to get in touch with LiveRecover today to learn how you can help maximize your company’s text message marketing strategy.