With the launch of the latest festive ad campaigns, it really is beginning to look at lot like Christmas. This time of year is certainly the busiest for marketers in most industries and Black Friday and Cyber Monday are undoubtedly the most critical days of the holiday season for online retailers. With brands battling it out to grab the attention of consumers, it is so important for marketers to create a proactive method that is cost-effective and simple when reaching out to customers.
Don't underestimate the power of SMS
SMS marketing has been around for years and is often overlooked by marketers; however this platform is a great way of speaking directly to the customer. With the pressures of hitting sales targets and sticking to tight marketing budgets, brands need simple and stress free strategies when engaging with consumers. SMS gives marketers the opportunity to engage with a large number of consumers in a fast, effective manner, without the need to be overly creative and see immediate results.
Four in five UK smartphone owners use the internet on their mobile everyday, meaning that mobile optimised sites have become a vital part of any brand's digital strategy. Research suggests that bulk SMS marketing messages are over four times more likely to be opened than marketing emails. At a time of year when consumers are inundated with commercial messages, it could certainly pay to utilise a marketing platform that ensures your message is seen.
Another key reason why SMS marketing is an ideal platform to target customers during the festive period is because that is the device that they're using to actually buy their presents. People carry their phones with them everywhere they go and more than 80% go on the internet via an app or browser daily. A recent study found that more than two thirds of consumers will use their smartphone to do their Christmas shopping. Retailers can take advantage of this by sending text messages in bulk with a link to their online store.
How SMS marketing can encourage impulse buying
The key to a successful marketing campaign is to encourage impulse buying. A recent survey found that 44 per cent of shoppers make impulse purchases at Christmas and almost a third overspend because they are tempted by deals. Offering deals to SMS subscribers is a great way to encourage impulse buying. This can be done by offering an exclusive deal to the first 100 customers or until the 12th day of Christmas for example, making customers feel special and encouraging them to act fast.
Customers need an eye-catching deal to not only sign up to receive SMS marketing messages, but also to remain engaged with the content they receive. This is crucial during Christmas when so many brands are competing to market their goods.
In order to make the most of a strong list of SMS subscribers, brands need to spread some festive cheer in their SMS marketing campaigns. Many brands offer their customers an incentive such as a free gift or money off voucher. Each festive offer needs to send the customer to a mobile-optimised website so that they can view the product and give them the option to buy.
SMS can also be used to not only encourage the consumer to buy a product; brands can use this marketing platform as a way to see the process right to the end when the customer receives their goods. Marketers can set up a text and collect system where consumers receive an SMS message when their items are dispatched and/or ready to collect. By providing this level of customer service it portrays a brand that is prepared to go the extra mile to make life easier for their customers, thus enticing them to return in the future.
Have a prosperous New Year with SMS
SMS marketing is a great way to achieve enviable results by building a one to one relationship with the customer, which can be carried on into the New Year. There are plenty of opportunities for marketers to take advantage of including January sales, Valentine's Day and Easter. Whatever the market sector, as long as marketers remain consistent with their messages and continue to provide useful offers, deals and advice, then customers will enjoy receiving these communications.
By Martin Bolsover, Director, Enterprise Solutions Sales at mGage
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