Marketing mediums can be fickle and difficult to predict. And, when we say mediums, we really mean the consumers that listen to them. After all, the bombardment that consumers experience when it comes to multimedia, and the many forms of advertising that they encounter on a daily basis, can numb them to the details of a message. But, as marketers, we are not relegated to simply accepting the status quo. If we did, we wouldn’t be very good marketers, now would we?
Text marketing continues to evolve into the personalised alternative to broadcast strategies. As the technology gains momentum, advertisers are faced with the prospect of somehow getting much more out of the platform than the competition. To understand this dynamic, we must first realise what is really occurring here: we are interacting with consumers at personal levels previously unseen. This means that we are in uncharted territory to some extent, and that it is up to us to apply some ingenuity to the technology and get everything we can from it!
Crafting Personal Messages That Mobilise
Our goal, as marketers, has, and always will be, the mobilisation of a consumer-base. And, if we know that 2012 boasts more mobile messages than mobile minutes used for conversation (which we do), the answer clearly presents itself. This realisation isn’t all we need, however. Text message marketing involves understanding that consumers are sharing their contact information with the expectation that the interactions will be tailored to their unique purchasing patterns. Essentially, it’s about their convenience, not ours…though it is quite convenient for us, also!
Every text marketing release should be relevant to the individual recipient. Segments of your mobile base may share specific details (location, age, gender, etc.), and when they do, be sure that you are creating messages for each segment. This delivers what your customers expect, while increasing the conversion percentage based on the offers you send. It’s a win-win situation for everyone involved.
Improving the Personalisation of your Current Strategy
There is little doubt that establishing relevance through the collection of personal details will significantly impact your bottom line. When asking customers to opt-into your text message marketing campaign, consider the use of invidiualised keywords that immediately let you know what their “sub-group” will be. When you know that a certain keyword used to opt-in notates a specific set of criteria, you can start the interaction off with knowledge that exhibits the customer’s personal interests.
Personalisation is one of the driving forces behind the rapid ascent of SMS marketing. Properly leveraging consumer details in your deliveries not only increases your conversion opportunities, but also exhibits to your target market that your organisation understands the purpose of the technology.