A quiet revolution is underway and marketers in every sphere are switching attention to mobile marketing. For personalisation and reach, SMS is an unrivalled channel and is fast becoming a key tool in the race to stay engaged with customers and fulfil that essential call to action.
As competition hots up and marketers vie for the SMS space, the companies behind the delivery of mobile marketing services are also upping their game. The constant evolution of new products and services means this channel is becoming even more of a draw.
It’s true the 160-character limit to mobile messages can stifle creativity somewhat, so coming up with an intelligent solution to allow marketers to say what they need to without compromise has been a challenge to the service providers.
One neat little tool that meets this brief is the deployment of dynamic mobile landing pages. These are mobile web pages, hosted remotely by the provider, which are tailored to each business’s needs as well as to each individual and/or SMS campaign that is sent out.
The message’s recipient will see a text message as usual, which will contain a shortened URL link that will direct the customer to a webpage where they can see more details of the campaign and the call to action on offer.
These pages can be branded, adding kudos to the message as well as offering more space to say what you want without compromising on detail. Not only that, but the trump card is that they can be personalised according to the details in your phone database.
Imagine the impact of each customer seeing an individual landing page that welcomes them by name and is tailored to their preferences and speaks their language in terms of tone and appeal. The benefits in marketing terms are easy to see.
To further enhance the customer experience, these dynamic mobile landing pages fully support a range of media files, including video, images and pdfs. And the most important bit – the call to action – can be in any form you like and as appropriate to that particular campaign.
No problem if you want to add a phone call CTA, for example, as the SMS service provider will handle the call transfer and track the associated statistics, along with logging any missed calls, enabling a picture to be built of the success of that particular activity.
Should a recipient think the message is of interest to a friend, it can be forwarded by text to another mobile number, emailed or shared on social media, which will of course spread its appeal even further and wider.
Among the other benefits are the fact that behavioural activity from customers is trackable via the dynamic landing pages, giving marketers an almost instant update on whether the campaign was successful or not. Call patterns can be tracked and any unanswered CTAs followed up a different time to maximise response rates.
Last, but not least, as they say, these mobile landing pages enable companies to conduct all sorts of customer surveys – sliders, scores out of 10, and comment boxes – to gain valuable feedback and increase engagement and loyalty.
All in all, the development of dynamic mobile landing pages opens up a new level of interactivity and route to engagement from opted-in SMS customers.
By Global Messaging.
Service provider Global Messaging will be showcasing its newly developed landing page technology at the 2014 Digital Marketing Show. Book your free ticket here!
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