In 2020, the average American adult spend more than three hours a day on smart phone. Consumers are making more mobile purchases than ever, with shopping apps reaching 14.4 millions download in the U.S between March and April 2020.
SMS — Short Message Service provides brands opportunities to meet customers where they are spending most of their time. It’s the fastest and most logical way to interact with shoppers.
Why is SMS the marketing tool of the future?
1. Consumers engage with SMS faster than any other marketing channel
It takes approximately 90 seconds for someone to answer a text message. Compare that to 90 minutes it takes on average to respond to an email. SMS has proven efficiency when it comes to abandoned carts, customer service inquiries and promoting new product launches and seasonal sales. It is one of the most effective ways to recover lost revenue.
2. Texting is uniquely personal, making it an ideal channel for DTC (direct-to-consumer) brands
As inboxes and social media feeds become increasingly inundated with ads and branded content from department stores and big-box retailers, SMS is a more personalized method for companies to engage with their audience.
In general, digitally native brands lack the advantages of a heavy brick-and-mortar presence, such as face-to-face customer service and hospitality. SMS provides a moment to level the playing field and facilitate a two-way conversation between the brand and the consumer.
The SMS marketing model’s simplicity also means it’s incredibly cost-efficient for small businesses — there’s minimal need for creative and management tools.
How to see tangible results and prolonged engagement?
It is essential to have a thoughtful strategy.
While the concept of SMS seems reasonably straightforward, marketers should view it in the same manner as any other performance marketing strategy and take a thoughtful approach.
It’s crucial to personalize messages based on real customer data and behavior and make those messages conversational. Texts from brands shouldn’t feel starkly different from friends or colleagues.
Companies can use pop-ups to offer perks for opting into receiving SMS messages, and then take it a step further and continue giving incentives to avoid losing subscribers. The real opportunity with SMS lies in prolonged engagement and a chance to create lifelong customers.
SMS is the next phase of e-commerce
As e-commerce grows at an impressive rate and Customer Acquisition Cost (CAC) rises, companies have to nurture their customer relationships to succeed in a crowded space.
SMS will continue to evolve and has the power to become an entirely shoppable experience; everything a customer can do on a e-commerce platform site will be achievable via text. Live, timely, person-to-person messaging will become the norm as we get further into 2021, and it’s in a brand’s best interest to get started now.
By: VSHR Digital Media
Source: Forbes, Jan 2021