The Importance Of SMS In A Successful Mobile Marketing Campaign
In this guest piece, Carl Krumins, CEO of SMSGlobal, talks about all things mobile and how businesses can get ahead in a competitive market.
As we entered the new millennium, few would have predicted how the rapid uptake of smartphones would cause a monumental consumer shift that has had ever reaching consequences for markets and businesses globally. Teenagers now possess more computing power in their pocket than most businesses would have had across entire departments just 20 years ago.
In the past decade, smartphone penetration has almost certainly accelerated the growth of social media; it has changed the way we communicate with our friends and family and given us access to virtually limitless information anywhere, anytime. The result? Fundamental shifts in the way consumers expect to interact with brands, businesses and each other.
It is now nearly impossible to think about marketing or communication of any type, with your customers as a one-way street, thrusting messages upon them hoping one will resonate. Arguably, the most successful out-of-home (OOH) campaigns now rely on user engagement via mobile. Retail is being forced to embrace smart devices as part of the shopping experience. Banking relies heavily on one-time passwords and mobile apps. All of these touch points represent a conversation with your brand.
So, we know mobile is fundamental to any business or communications strategy, but what is fundamental to mobile? The answer is simple – SMS. Now, I know you’re probably thinking, “Of course I’d say that”, but the numbers stack up, and even Coca-Cola – arguably one of the biggest consumer brands of all time – has been known to spend up to 70 per cent of its mobile marketing budget on SMS.
Why? Over 95 per cent of SMS messages are read within three minutes of being received. There’s no junk mail filtering, your messages are getting through and aren’t being lost in an email inbox. You’re not relying on app push notifications, which can be disabled. In essence, it’s the most simple, reliable and effective method of getting a message to your recipient. Furthermore, in the age of the smart device, you can push WAP links to customers, turning SMS from a 160-character message to a doorway of interactivity that will allow them to consume your mobile content.
Let me give you one of my favourite examples. SMSGlobal have clients all over the globe – banks, airlines, insurance companies, retail chains – but this one really is quite close to my heart… pizza! Aside from it being one of my favourite foods, it’s a great example because it is also a very competitive market. Our client was one of the main players in the takeaway market, which is traditionally rife with discounting and aggressive sales promotions. With over 100 stores nationwide and a significant customer database in play, we helped them develop SMS marketing campaigns over the course of 12 months to huge success. By the end of the campaign, tracked sales through the use of mobile coupons were up 150 per cent over other marketing channels.
SMS marketing has proven to boost company sales, and even consumers themselves are aware of their revitalised spending habits. According to a Millward Brown Digital report from 2013 based on more than 1,500 consumers in eight countries, 59 per cent of respondents prefer SMS and push campaigns over other forms of mobile marketing, including video advertising, banner or standard display ads, and email. In 2013, 63 per cent of respondents stated they had agreed to receive SMS messages from businesses, compared to 57 per cent last year and 47 per cent in 2011.
The study showed that consumers plan to increase their current use of the mobile phone. They said that after reading an SMS or push message, respondents were more likely to be pro-active – 22 per cent redeemed the deal featured in the message,14 per cent shared the message with their friends and family, and 13 per cent made a purchase. More than 54 per cent made a successful purchase on their mobile phone in the last 12 months.
Consumers are demanding more from brands and SMS is helping them meet it. If SMS isn’t in use or on your businesses radar, it should be. Simple and effective messaging can go a long way to increasing efficiency and engagement while simultaneously decreasing costs.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.