Adding To The Noise

A critical view of new media, new technology and new marketing.

A Text For That? App Hype Shouldn’t Discount Text Marketing

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What I have noticed recently in the marketing press is we hardly ever mention texting anymore. A lot of people are jumping on the marketing App bandwagon the way QR Tags were all the rage a couple of years ago, but many have seemed to skip over texting. The latest 2012 Pew Internet Research indicates that 79% of cell phone owners say they use text messaging while smartphone usage is still only around 45%, and of those smartphone users only 27% report having scanned a QR Code.  In fact, B.L. Ochman of Ad Age recently said “QR codes are dead.” It seems texting has been really underused or at least “under-talked” about by marketers.

Text Messaging, Mobile, Apps, SMS, Marketing, Advertising, Nielson

Nielson reports Text Messaging as second most used mobile activity behind Apps.

The latest Neilson U.S. Digital Consumer Report shows that behind Apps, the second most used function of mobile phones is text messaging. Another good point about text messaging is that you can use them in mediums where QR codes are not possible, such as radio. With a QR tag you need something visual. I actually saw a 30 second TV commercial flash a QR tag for two seconds on the end. What are the chances of that being used?

Instead they could have used an easy to remember text code that someone could punch in without pausing the TV or getting up from the couch! Ads can request users text a code to a number, such as “text JOIN to 99999” to opt-in to a campaign or get an offer. Text codes can be included in just about any marketing medium, from direct mail to email to landing pages. Once someone responds you have their number and can sending messages back. At a concert I texted to win a seat on the stage. I didn’t win the seat, but the band still texts me updates on album releases and concert dates based on my opt-in.

After reporting that 98% of SMS messages sent are opened, and 83% of them are opened within 3 minutes, Corey Eridon from Hubspot gives us some advice on how to conduct a SMS text message campaign:

Raising Awareness With SMS Text Messaging the Cove

Raise awareness with text messaging

1. Fundraising and Raising Awareness:

‘The Cove’ case study from Msgme talks about how the documentary film had a “digital social action” campaign to reach other socially conscious people, get them to join a mobile subscriber list by texting a short code, sign a petition, and continue to receive updates about the cause. It engaged viewers at their highest moment of inspiration – the closing credits of the movie.

2. Communicating With Your Most Active Customers:

Zpizza used SMS to identify and reward loyal customers for repeat business by using SMS to make registration quick and easy. Customers texted a keyword that entered them into a contest, and received a follow-up email prompting to join the customer loyalty program.

3. Sending Service Alerts and Reminders:

Macy’s is another department store that took advantage of its mobile database to drive in-store and mobile sales

Macy’s leveraged its mobile database to drive both in-store and mobile sales.

Mobil1 Lube Express’ SMS campaign to remind customers about regular service and communicate promotions was more effective than email and direct mail. “The read-rate for direct mail is poor. Open rates for email are hindered by spam-combat software and other bounce problems. SMS is virtually a spam-free channel that goes wherever the customer goes.” – Bob Jump, president, Digital Rocket.

4. Driving New Sales:

Through an SMS initiative, regional Ace Hardware users were encouraged to opt-in to receive weather-related mobile notifications based on their ZIP code. Ace integrated the campaign with the National Weather Service to provide timely, location-based weather notifications that included promotions that drove in-store traffic and sales.

But I will close on this caution: EVERY consumer must provide an EXPLICIT opt-in using a cell phone or another approved way of giving permission! Jiffy Lube was Sued for $47 Million, for reckless texting. I suggest you read this article in Chief Marketer about how you should handle SMS Opt-Ins – a lot of this is based on selecting the right experienced vendor. But I don’t want to end on a sour note. SMS Text Messaging can be a very effective marketing tool that doesn’t cost a lot. Big ideas and big results don’t need big budgets or big marketing hype. Have you considered text marketing?

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Author: Keith A. Quesenberry

Marketing Professor with Industry Experience

One thought on “A Text For That? App Hype Shouldn’t Discount Text Marketing

  1. Pingback: A Text For That? App Hype Shouldn’t Discount Text Marketing. | Kenneth Carnesi

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