How do you feel about SMS (Text Messaging) Marketing?
We wrote a post on the Advantages of SMS Marketing (http://bit.ly/14947ZM) recently. We have had a large response to it on LinkedIn and other sites we have shared it on. As entrepreneurs and business owners, have you considered SMS Marketing? As a consumer, how do you feel about getting marketed to via sms? Please share your thoughts!
I think it definitely has potential. Email marketing is slightly limited because most people don't keep up with email immediately. And I know a decent amount of people that don't use it all. What makes SMS have a lot of potential is nearly everybody has a cell phone and people keep up with their messages much more often than email.
The downside of SMS is it may be more annoying for people. I know personally if I don't opt-in for a service and it sends me a text message, I will be annoyed by it because it distracts me. But If it's something I specifically decide to receive alerts for, it could be a great way for a company to get me to use their product more.
SMS marketing has the highest ROI when it is applied to an existing user base. You MUST get them to opt in to receive your messages. I suggest using a double opt in system like what you can find at Trumpia (http://bit.ly/trmpia). Costs are going up from the carriers so it is important to have a definite plan for using SMS. The most effective I have seen is issuing mobile coupons that you place a link in the text message for them to go to on their mobile device which they then can show at checkout.
If you attempt to market via SMS without any opt in, you can be subject to heavy fines.
If you do use it for a list, you can also use specific codes like "Text DEALS to 55567" or "UPDATES to 55567" to allow the end user to optin for only what they are interested in. The fastest way to lose your list is to not allow them to have the option to choose what they want to be contacted about.
I think for SMS marketing to be effective, a relationship with the company, brand, and the individual consultant, sales rep, etc needs to be established first.
Otherwise, I agree with the answers below, it is an intrusion and can be quite annoying.
One innovation that seems to have potential are areas in malls or shopping plazas when you pass by a store, you receive a SMS message about a deal or maybe a unique fact about the brand. That can also have huge downsides, but I think the idea is pretty cool.
Good question! I'm not a fan of SMS marketing. As a consumer, it's annoying ... and as a marketer, there are spam issues (unless someone specifically opts in) ... plus I find that people are more likely to refer back to email messages to remind themselves of the event's details.
I noticed that the companies highlighted in the article are major corporations who have the budget to set up a program, with all the necessary opt-in and other privacy compliance. These companies were also B2C marketing. Smaller companies may find it an expensive marketing tool to set up and monitor.
My clients are B2B. When queried about SMS marketing, they disliked the interruption in their day, and having to scroll and delete sales messages to get to the business communications they wanted.
As a consumer, the only text messages I have opted in for are those from my financial institutions to alert me of any problems. They are not allowed to attempt to sell me through text either.
I agree with Clive and Ryan and personally think it is intrusive. I've only received a few marketing text messages, but I'd be concerned with getting a lot. I'm not saying whether or not it's effective. It's actually interesting to read some of the responses saying that it is proving to be an effective mode of marketing. I did send a code in for a coupon while I was at Macys and I saved a lot of money through a text message coupon code they sent back. Overall though, I prefer my text messages to remain ad free.
Sounds like some of you have been getting illegal texts. Any company that runs a legitimate text messaging campaign only does so to people who have opted-in and therefore would not be intrusive. Anyone who doesn't want to receive great offers by text simply doesn't ask to receive texts by opting-in.
With 97% open rates, coupon redemption rates ten times higher, the ability to share great offers with anyone, the ability to bring in customers within minutes, rewards to existing customers, and more... who could possibly think a "legitimate" text marketing plan is anything but fantastic???
I feel fine about it if, and ONLY IF I opt in. You should not be sending sms to anyone who has not opted in--it's likely a privacy violation. Take a look at the class action suit against Papa Johns: http://articles.latimes.com/2012/nov/14/business/la-fi-mo-papa-johns-spam-lawsuit-appreciation-20121114
There's a right way to market with SMS, and there's also a wrong way to do it--and doing it wrong can be super costly.
For SMS marketing to be effective you must employ best practices for same, the most important of which is to have an opt-in and opt-out program and a enticing CTA. You must organically grow your own database of subscribers. If not then your SMS messages would be viewed as SPAM.
SMS results in one of the best ROI when done properly taking into consideration the dat/time which you are sending out your SMS. Your offers must also be targetted to satisfy a need of your audience.
When I want to get an important alert, message or campaign out fast SMS is my #1. Many mobile phone users cannot resist checking their SMS almost as soon as they receive it and if they are in a conducive position they will definitely respond to your CTA.
Easy this one, it's an intrusion. Like cold-call telephone marketing. SMS marketing is bad.
I use SMS Marketing and we apply the double optin rule, offer first for your new prospects and then a follow up sms with a description and another optin. We also use it on conjunction with all of our marketing, on the bottom of emails, youtube videos, websites etc, they are great for trade shows offers!
It's kind of annoying when you look at it from the point of view of a customer.
You asked "As a consumer, how do you feel about getting marketed to via sms?"
It's not surprising some comments said "no," loud and clear. I think you could have asked "As a consumer, how do you feel about opting in to receive marketing offers via sms?" Or "As a consumer, do you want ability to interact with businesses via SMS?" Maybe, just maybe, you'd get a different consumer reaction.
Not any more. Though the cheapest way to touch a customer, it is a groping them.