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The Advantages of Adopting Text Message Marketing

By: Omer S Samiri

Date Added : September 30, 2011 Views : 818
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The importance of advertising is known to anyone who has ever engaged in business. New and better ways are continuously being sought to advertise the products in a bid to get customer loyalty, widen the market and gain a competitive edge over rivals. One of the novel ways of doing this is adopting text message marketing, and as statistics across Europe and America indicate, several firms are already reaping from it. Text message marketing currently hits a hundred million messages sent to prospective customers per month and the growth rate is still phenomenal. One may fail to see the sense behind these statistics, but after exploration of how simple and effective the technique is, everything falls into place.

Also referred to as SMS marketing, it is a form of advertisement that is done through sending text messages containing an intended message about a product to prospects via the mobile phone. Text message marketing involves the use of short codes with which a customer can be contacted. Mobile phone operators give subscribing brands keywords and once a consumer sends a message to the short code, their contact is availed to the brands for future advertisements. The mobile operator places SMS software on the brands cell phones that will enable them to interact with their prospective customers for example through replying to messages.

The main strength of text message marketing lies in the fact that it is more targeted towards the intended customers than traditional forms of advertisement such as radio or television. The advertisement is delivered to the specific recipient the brand wishes to market to, which also allows for personalization of such advertisements. Another advantage is the fact that through text message marketing, advertisements cannot be intercepted and distorted as would happen for example in the case of billboard and posters’ advertising. There is also no risk of vandalism that is usually the order of the day in the media named above when using mobile marketing. A brand can also perform consumer surveys, polls and market research in a cheap, effective and convenient manner as the need for a lot of human capital in doing this is greatly minimized.

During the initial periods of text message marketing a downside to it was the allegations of spamming and nuisance caused by numerous advertising messages sent to the recipients’ cell phones. This also had the counter effect of creating apprehension in such prospective customers regarding the brand. This should however not worry a brand because of the introduction of regulatory mechanisms and Best Practices by the concerned parties. This means that the recipient can choose to receive the messages and also opt out at will when they no longer wish to receive such advertisements, which renders the main disadvantage to text message marketing null and void.

With all these in mind it is perhaps advisable to firms to adopt text message marketing, and for those already using it to invest more capital and effort in it since the benefits of such an undertaking far outweigh any negative impacts that might possibly arise.

Omer Samiri is the author of this article on Mobile Marketing. Find more information on Sms Marketing here.

Article Source: The Advantages of Adopting Text Message Marketing

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