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Where email failed to hold audience attention, SMS marketing might just succeed.
HubSpot's recent research indicates that most 12-17 year olds prefer to communicate via SMS, instant messaging, and social media. Over the last 12 months, there was a 59% drop in their Web-based email usage. If most teenagers prefer to communicate with text messages, instant messaging and social networks, then email marketing doesn't reach as far as it used to. SMS marketing could be a viable alternative.
While SMS marketing could fill the gap for teenager communication, HubSpot also claims that "web-based email usage has been on the decline among ALL Internet users under the age of 55." So SMS marketing isn't just for teenagers.
This is not to deny the role of email, but to point out that SMS marketing deserves a place in mainstream marketing practice, along with social media marketing. SMS marketing has two main advantages over traditional marketing forms. The first is that its platform is a preferred mode of communication for customers (this why Facebook advertising is successful too).
The second reason for SMS marketing success is that it communicates more closely with the consumer. The 'one-way' transmission model of communication is outdated: successful communication operates in dialogues, not monologues. So SMS marketing, like social media marketing, works because it makes exchanges between organisations and publics as easy as possible. When publics can send an SMS to an organisation and be heard, SMS marketing becomes invaluable to all involved.
SMS marketing is not a 'silver bullet:' it can and should be used in conjunction with other marketing channels. It has to be well-planned to be effective. Above all, it still needs to stick to marketing best practice and offer value to the customer. That 59% of teenagers who turned away from email communication won't necessarily care about SMS marketing today, but as HubSpot put it, "today's kids are tomorrow's customers-and they're probably not going to be reading your email."
Watch this video for a quick introduction to SMS marketing: what it is, why it works, and how you can use it.
HubSpot's recent research indicates that most 12-17 year olds prefer to communicate via SMS, instant messaging, and social media. Over the last 12 months, there was a 59% drop in their Web-based email usage. If most teenagers prefer to communicate with text messages, instant messaging and social networks, then email marketing doesn't reach as far as it used to. SMS marketing could be a viable alternative.
While SMS marketing could fill the gap for teenager communication, HubSpot also claims that "web-based email usage has been on the decline among ALL Internet users under the age of 55." So SMS marketing isn't just for teenagers.
This is not to deny the role of email, but to point out that SMS marketing deserves a place in mainstream marketing practice, along with social media marketing. SMS marketing has two main advantages over traditional marketing forms. The first is that its platform is a preferred mode of communication for customers (this why Facebook advertising is successful too).
The second reason for SMS marketing success is that it communicates more closely with the consumer. The 'one-way' transmission model of communication is outdated: successful communication operates in dialogues, not monologues. So SMS marketing, like social media marketing, works because it makes exchanges between organisations and publics as easy as possible. When publics can send an SMS to an organisation and be heard, SMS marketing becomes invaluable to all involved.
SMS marketing is not a 'silver bullet:' it can and should be used in conjunction with other marketing channels. It has to be well-planned to be effective. Above all, it still needs to stick to marketing best practice and offer value to the customer. That 59% of teenagers who turned away from email communication won't necessarily care about SMS marketing today, but as HubSpot put it, "today's kids are tomorrow's customers-and they're probably not going to be reading your email."
Watch this video for a quick introduction to SMS marketing: what it is, why it works, and how you can use it.
About the Author:
This article was written by Andrew Campbell, the Country Manager of TXT2GET Australia. TXT2GET are a leading SMS marketing company operating from the US, NZ and Australia. For more free insights, industry trends and research reports, visit the TXT2GET blog.
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