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The Best Marketing Tool is Also One of the Least Used
By: Aaron Whitaker
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If you’re a business or agency, you’ve probably tried many different advertising and marketing tools to reach your customers. You’ve probably spent lots of money on billboards, radio spots, TV commercials, print ads, Internet banners, CPC ads, direct mail, email marketing, social media marketing, and more. And while you’ve probably found some success, you’re probably still in search of that perfect marketing and advertising tool. While you may think you’ve tried it all, there is one tool that is very effective and yet seldom used by most businesses. Of all the ways to reach a customer, text message marketing currently ranks as the most effective way to get your customers to read your message.
According to a recent infographic on mobile marketing by YouGov, 65% of people like getting offers via text messages with 75% of smartphone users preferring SMS offers over other channels like email and social media channels. The key, though, is to not overdo it, as 83% of the users would prefer less than two SMS offers per month. This is good news for businesses looking for alternatives to sending offers via direct mail and emails. While emails and direct mail can be effective, they can get lost in delivery, whether they get suffled into the spam folder of one’s email or the junk mail pile at one’s home.

The other problem with email and direct mail offers is the fact that every business is doing it and, as a result, people’s inboxes and mailboxes become flooded with spam and offers resulting in poor ROI. With text message marketing being less common compared with email and direct mail marketing, it makes sense that most people would read a text message from a business or brand, especially since the customer has to opt in to receive texts from a business. But how does a business get their customers to opt in so they can text offers and deals to them in the future?
If you’ve been in a fast-food restaurant or retail store recently, you’ve probably seen a poster or table tent that said to text a certain word or phrase to a number using your cell phone to enter into a contest or sweepstakes or to receive an instant deal. That is the beginning of a text message marketing plan and how a business can quickly build a large database of customers to text to. Most businesses get their customers to text them by offering them a chance to win their product or services. This seems to get the best results, as people love to win stuff. Once the customer texts the message to the number, a database collects their number. Later on, the company can then send out a text message to the customers who texted them about who the winner was or an offer for their product.
The important thing to remember is to not over-text your customers. With text message marketing, your customers can easily opt out from receiving future texts from you by texting “STOP.” If you’re getting a lot of “STOP” messages from your customers, you may want to reevaluate your text message marketing plan. Perhaps you’re texting them too much or you're texting them deals or messages that aren’t relevant to them. But if you play your cards right, and take your time to build a great text message marketing plan, you could have some great success with text message marketing.

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About the Author
Aaron Whitaker is a copywriter, blogger, and social media aficionado who likes watching the TV commercials more than the actual shows. He prefers reading the magazine ads over the articles. And you can learn more about him online right here.
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