The advancement of mobile technology is delivering several varying perspectives for marketers that are implementing the direct SMS advertising strategies. However, this doesn’t mean that all advancements will gain traction with your target market. Newly released research statistics show that consumers continue to prefer text marketing communications over the mobile web offerings that many organisations have been embedding. With nearly 40% of consumers stating that they prefer to receive text messages versus the 15% that mentioned that they prefer to access mobile links through their mobile phones.
The impressive element of these statistics relies on the prevalence of smartphones in the mobile marketplace. As the mobile device technology increases, consumers that interact with their favourite brands via the channel continue to prefer advertising on SMS over all other options. Our belief is that the simplicity of the messages, when properly crafted, delivers all of the information that a consumer needs to know without involving extra steps or actions. After all, in a fast-paced business environment, who really has the time to take unnecessary steps?
Consumers are generally unaware of mobile voucher viability in the SMS advertising arena. Printed vouchers remain one of the most popular ways to redeem coupons with a retailer, but the reason is also predicated on a simple hang-up: most consumers do not believe that a company will accept their mobile voucher. If you would like to eliminate the use of paper in your redemption program, simply let your mobile consumers know that their mobile message is enough to redeem the discount or offer, and they’ll begin to gravitate toward the digital framework.
Advertising on SMS channels requires a shifting of the expectations in your target market. Habits do not disappear easily, so don’t be surprised when your clients continue to handle things as they have in the past. What you must do, instead, is remind them that you are looking to shift the paradigm a bit, and that the digital renditions of all vouchers are just as effective (and in fact preferred) as the printed ones.
The research numbers continued to show that vouchers are the easiest way into the “hearts” of your target consumers. Nearly three-quarters of all consumers stated that they love to receive the offers, and because there is such little resistance (approximately 5%), it’s easy to see why implementing some type of “mobile-exclusive offers” can rapidly expand your mobile consumer base.
Mobile marketing has taken the industry by storm, and because it is versatile, cost-effective, and environmentally friendly (given the elimination of paper products), there are few things that can slow its expansion. The consumer trends stated above add further credence to the notion that SMS advertising is more than a simple addition to the marketing industry. Instead, it represents a complete shift in the communication channels, and as consumers continue to get accustomed to the various opportunities that are presented to them via their mobile devices, we will see furthered expansion, increases communication, and most importantly, expanding sales figures!