Anyone who has questioned the viability of text messaging in 2013 need only review the data compiled from the 2013 New Year celebration here in Australia.  As the minutes ticked down, working its way toward another calendar year, more than 220 million SMS messages flew across the continent.  Such staggering statistics continue to exhibit the staying power that mobile messaging has in our modern communication dynamic.  

Providers such as Telstra are expecting another huge jump in usage in 2013, and the organisation is citing the increased use of smartphones as a likely cause for the jump in usage.  This bodes well for companies utilising an SMS service as a means of interacting with their target consumers.

Smartphones in AU – By the Numbers

In 2011, roughly 1 in 4 Australians owned a smartphone – an impressive statistic.  However, in the months that followed, that ratio jumped to 1 in 2!  And, because SMS messaging remains the backbone of mobile to mobile communication, such dynamics only fuel the overall interest in such interactions with companies or providers that a consumer patronises. 

While it can be easy to wonder what the jump in smartphone usage will do to hinder the effectiveness of advertising via an SMS service, we must instead turn our attention to how such an increase will actually improve the strategy.  Integrating social media contact points by inducing interaction through a single mobile message will be a huge success in 2013.  Instead of consumers receiving an offer via their mobile devices and having to “change platforms” to redeem it, we can now deliver our information, include a shortened URL, and allow the consumer to make a purchase via their smartphone.  It’s the perfect way to increase sales, limit overhead, and give consumers what they obviously want – mobile convenience!

So, as we head into the New Year with a fresh approach on marketing, remember:

Consumers determine the platform – we determine its success!

Well, we made it, everyone!  2013 is upon us, and while we reflect on the wonders of 2012, let’s always be sure to keep an eye on the future…

How did your brand perform last year?  Did you reach the true potential of your marketing strategy?  Did you initiate, develop, and maintain relationships that would ultimately lead to increased revenues for your organisation?  These questions are asked, whether we realise it or not, by every executive in every industry everywhere.  And, because it’s important to always move forward with one foot in the “tried and true” marketing methodology and the other foot in the “future of” marketing, we must always assess and reassess what we’re doing, and how we can do it better.  If you are already using an SMS service for your consumer outreach efforts, then you’re already on the right track.  Consider how the latest SMS numbers exhibit the long-term viability of the technology:

·         4 of 5 adults current carry a mobile phone, and of this 80%, 1 in 3 prefer SMS communications over voice calls

·         In 2012, 50% of SMS messages received a reply

What were the open/response results of your last email campaign?  Just some food for thought…

Brand Expansion

The importance of brand expansion cannot be understated.  From word-of-mouth to the use of an SMS service to facilitate offers and information, tapping into new pockets of consumers is never a bad strategy.  When you release a mobile offer, those participating in your campaign take note.  When they take note, they share it.  When they share it, new members join.  It’s an exponentially increasing pattern that can deliver rewards that are far beyond the investment costs, provided that you understand what consumers want from your organisation and deliver it!

When asking yourself what 2013 holds for your brand, be sure to consider the implementation of a mobile campaign.  If you already have one, then how can we improve it?  We have several blog segments that touch on various strategies, and rest assured, more will come in the near future.

For now, Happy New Year to everyone, and here’s to a prosperous and successful 2013!

What makes your mobile campaign stand out from the crowd?  Just like other forms of marketing, the competition can be stiff within an industry if several of your competitors are using an SMS service in coordination with their marketing strategy.  And, staying with this notion, the organisation that crafts the best outreach messages will ultimately generate the best results.  In this case, the best results equal brand expansion and, of course, increased profits.

Needless to say, there is a lot riding on the proper use of mobile marketing, which is why we continually work to deliver a variety of information for our clients and readers.  Utilising an SMS service is one thing, but unless you are properly piquing the interest of your target market, all of your efforts are for naught.

Let’s first note why consumers are even interested in your mobile deliveries and work backwards from that information –

Three key components are built-right-in to the mobile platform: 

·         Efficiency (Time)

·         Value (Money)

·         Information (Enhancement)

With these things in mind, it’s no wonder that consumers appreciate a well-crafted mobile campaign.  But, before we fall into the trap of believing that participation is enough, let’s remember that it is still our job to magnify the three elements listed above.  If we continually remind our customers that they are benefitting greatly from our mobile strategy, our organisation can do the same!

The Perfect SMS Outreach Messages

We’ve gone on and on about the particulars of specific message creation, so we won’t harp on the obvious details in this segment.  You already knew that you shouldn’t use “slang” abbreviation terms like “r” for the word “are”, right?  Great, then we can get into some macro-level message considerations.

(1)    Exclusivity is Everything!

If your mobile customers are learning about information via your social media campaign days, hours, or even minutes before they receive your SMS message, don’t expect them to stick around for more.  You have to remember that “platform exclusivity” is an important element in consumer engagement, and when properly managed, can have a single consumer participating across several channels. Their time means everything – remember, it’s on the list above!  Increase the PERCEIVED VALUE of the campaign by keeping things exclusive!

(2)    Timing your Offers

There is one thing that we see regularly in the mobile marketing industry that should always be avoided:  overlapping offers.  Not only can it create confusion on the part of your representatives, but it also means that you are likely bombarding your mobile customer base with messages.  If your offers are overlapping, slow things down.  Put a time limit on a particular offer, and when it has concluded, release the next one.  It makes your campaign offers seem “fresh”, which is always a good thing!  Fresh offers that can save consumers money?  Now that’s something that can ignite a target market!                               

(3)    Gauge Metrics and Look to the Future

We don’t care how you do it, but always be sure that you are tracking various mobile metrics for your campaign.  Whether you are using physical redemptions or keyword responses, you can see which offers are generating interest, conduct research to determine why, and then leverage this information in the future.  When you know what gets your consumer base excited, you can rapidly expand participation rates.  Always be sure that you are crafting messages with intention of tracking them somehow – be creative!  Facilitating responses via keywords is a relationship enhancement that has proven to deliver incredible results.