Category : Blog
The mobile is the most personalized channel, we really need to care and pay attention to the detail. Delivering on the potential of mobile marketing requires nothing less than redefining the concept of marketing itself, making communication that people want to spend time with. We’ve all imagined AN IDEA when advertising would be personal, relevant, useful and entertaining.
THIS IDEA HAS COME NOW!!!
With the ever-growing use of smartphones, brands would be foolish to overlook the role of SMS as part of their 2019 marketing strategy. But this form of marketing must only be approached as part of a holistic eCRM (Customer Retention Programme) for its value to be truly realised.
The real growth figures are changing all the time, with one staggering statistic being unveiled after another. But whichever headline you cling on, there can be no disputing or ignoring the importance of smartphones as your target tool to reach your message right into the palm of your most precious clients.
It is predicted that in 2019, 4.79 billion people will have a mobile – that’s more than two thirds of the world’s population. This isn’t a myth but absolute fact!
In fact, IDC data shows 62 per cent of smartphone users check their phones immediately after waking up, whilst 79 per cent check theirs within 15 minutes of waking up. Few other marketing mediums can boast such immediacy, making SMS the clear winner when it comes to instant communication. Add to that the alarming fact that 73% of smartphone owners keep their devices with them for all but one hour of their waking day, even on a weekend, and it’s no wonder that mobile marketing is such a big deal.
Coca-Cola reportedly invested 70% of its mobile budget on SMS marketing, perhaps because more than 90% of SMS messages are read within three minutes of receipt. But that doesn’t mean texts will automatically work for a brand.
Please note this very carefully that there’s a fine line between nurturing the customer relationship and just creating additional, unwanted ‘noise’ that intrudes on their lives and actually turns them off from your brand.
As always, it comes down to strategy.
Lets examine how SMS should be approached by a Brand?
SMS as an integral part of your buying cycle
It’s perhaps one of the most overused phrases in marketing. So much so that it now sounds nothing more than a fad.
However, this is definitely one of those ‘right message, to the right people, via the right channel, at the right time’ moments.
SMS shouldn’t be thought of as an acquisition tool. Its success in that respect is likely to be limited. Instead it should be respected as a powerful medium to drive customer loyalty, satisfaction, brand advocacy and retention.
After all, it’s a widely quoted statistic that attracting a new customer costs five to ten times more than keeping hold of an existing one. But the data doesn’t stop there. A 5% increase in customer retention is also said to boost a company’s profitability by a staggering 75%.
SMS should therefore create a sense of ‘we’re always open and we’re always with you’.
How to make it work for you?
It’s important to note however, that such benefits will only be realised from SMS if the communication is timely and relevant. Blasting customers with ad hoc, impersonal and uninteresting messages will purely be viewed as spam – PLEASE AVOID THIS!. The content created and shared therefore needs to mimic that of human conversation, whilst working at an acceptable speed. Yo!Space in its 13 years of SMS deployment and research has concluded that consumers are more likely to keep replying to SMS messages if the response takes into account information already known about the individual, and the acknowledgment is received within 10 seconds.
With the right technology partner, the implementation of SMS intelligent engines are today capable of managing thousands of concurrent conversations whilst maintaining ‘real life’ response times. This brings a new layer of relevance to automated mobile marketing by facilitating a sophisticated two-way, interactive process without any detrimental impact on speed. In less than a second, marketers have the power to process, queue and send personalised text messages.
So when is the best time to roll-out?
There is absolutely no doubt that one brand’s marketing strategy will be different to the next so it’s impossible to suggest a ‘one size fits all’ approach to SMS deployment. However, there are a number of ways to ensure SMS supports lead nurturing best practice across varied B2B and B2C sectors, we have outlined a three-pronged programme to make it a WIN-WIN for Brand and Customer alike.
1. Pre-purchase/pre-order: Implement SMS to announce a flash sale/short-term product availability or even a useful contact number of your team to potential customers (helping in one-on-one communication should he choose to use it)
2. Mid-purchase/during an order: An SMS can pose a handy way to update a customer on an order/application status, provide reference number confirmation, delivery tracking details, appointment information (including cancellation & rebook procedures) or even transactional data such as a balance request
3. Post-purchase/order: Say thank you, send a satisfaction survey, forward a digital receipt, request a call back while updating marketing permissions – whatever you choose to use a post-purchase SMS for, there are multiple ways to boost customer satisfaction and obtain more information about that individual that will fuel further, personalised communication in future
It’s all part of keeping the conversation going and protecting the customer experience throughout.
Of course, this is just one way that SMS can be used throughout a customer’s journey with a brand. But the principles highlighted within this scenario hopefully provide some helpful guidance:
• SMS should primarily focus on service-related communication, such as questionnaires, reminders and confirmations. Questions should be asked in order of importance to encourage dialogue, but the responses should remain closed where possible.
• The content should be personalised, for example with the customer’s name or order details, to increase relevancy. • SMS should not be exploited as an opportunity to sell. If it has to be used for sales, an exclusive incentive should be incorporated, for using that channel. • As a guide, the tone should be friendly and informal, yet succinct and in line with the character of the brand. • Frequency is important – with 2-4 messages per month usually appropriate. These messages should only be sent during normal hours too, so as to limit the disturbance they may cause. Intelligent use of SMS requires some thought, as does any marketing activity. However, integrated into a holistic eCRM strategy, the tool can reap some very quick and worthwhile wins. Here is Your 2019 Guide FINALLY to a Holistic Use of SMS for your Brand – Don’t Miss Out!? Ready to get started with your own eCRM (Customer Retention Programme) intelligently planned, rolled-out and managed then just Click Here? Call our Text Evangelists on +971-6-7471888 to know more on our profiled DB and the science we use behind our every campaign – which helps us to continue serving the crème de la crème of businesses only.