Text message marketing is huge this year and it’s only getting bigger. Since January, we have seen some impressive improvements in how SMS works in the marketing sector. Not only is text message marketing more widely used, it’s much more acknowledged as a channel that will have a permanent place in the marketing field. As we look ahead at finishing out the second half of this year with a bang, it’s important to look at some of the most notable trends in SMS marketing. Here are eight trends in text message mobile marketing we have seen and can expect to see more of in 2010:
1. It’s the year of “Text to”…everything! We are seeing increasing amounts of marketing and advertising done completely via SMS. Not only is there text to win, there’s text to vote, text to give, and most importantly text to learn. Text to vote has become part of our culture as participatory Americans. As American idol and other mainstream television shows capitalize on contests in which the audience texts their vote to a short code, Americans are becoming more and more comfortable with texting as a way to interact with media. Mass entry into contests took on a whole new meaning with text to vote when popular media outlets started making text to vote their only voting channel. Text to give was also a huge phenomenon that saw success with Haiti and other disaster relief efforts. Americans find it easy and convenient to contribute to a good cause when the only effort it requires is to text a simple word or number to a short code. Text to learn is one of the more novel categories that saw a huge popularity boost this year. Americans no longer only use flyers, postcards, business cards or any other traditional media to get information. Now we learn by texting a number to a short code and instantly receive the information we desire. This is especially apparent in the real estate market where texting a simple number to a short code provides quick and timely information about the property a customer is directly looking at. There’s no need to go home and take time out of your day to research details of a property. Text to learn has allowed us to gain knowledge about what we want, when and where we want it. In terms of marketing, the ease and comfort Americans increasingly find with “Text to…” makes mobile marketing much more accepted and validated.
2. Mobile browsing has become second nature. The days of reliance on computer systems as the only source of unlimited knowledge has taken on a new direction. Now browsing is not only possible from mobile phones, it’s popular too! It’s estimated that 95% of all phones sold by the end of 2010 will have browser capability. With access to information so readily available, new doors of mobile marketing are opened up. Now when a customer receives a promotional text about a product or service, the customer no longer has to wait until they get to a computer to look into the promotion. Bulk SMS messages can instantly be acted upon. What’s more, links to websites and discount coupons can easily be sent via text message. There’s nothing easier than providing a opted-in text service where customers are given text messages that they only need to touch once on their touch screen phone to be brought to the checkout webpage. Retail marketers specifically are definitely taking advantage of browser capable phones by speeding up shopping and purchase processes.
3. Along with mobile search comes the height of the smartphone wars. Andoid, iPhone, Blackberry… oh my! Throughout 2010 the smartphone competition did and will continue to dominate technology news and media. Smartphone apps will come and go but the hype around the newest and coolest phone will remain. For marketers, this slight American obsession with the best phone offers huge benefits. With Americans constantly moving towards new technology, mobile phone popularity leads to an acceptance of mobile marketing. In fact, all advertising for new smartphones in and of itself actually promotes the idea of mobile marketing. With so much time now spent on our new mobile phones, its only natural that marketing go directly to these phones where people are. Once Americans are completely comfortable with the idea of mobile phones capable of almost anything they could think of, advertising and marketing on mobile phones will not only be accepted, it will be expected.
4. While apps will entertain you, SMS will engage you. With smartphones comes the inevitable argument of using apps for mobile marketing. While apps are great for entertainment, such as the Angry Birds app, or engagement, such as the Facebook app, they will mainly serve one purpose. Apps will continue to be great for a specific need, question or purpose, but beyond that, they will dwindle in importance. Currently 99% of all apps are only used once. And because marketing requires a progressive relationship, marketers cannot begin to format a marketing campaign with an app that is likely to be downloaded and used one time. The majority of apps will have a shortened lifespan of a one-time download, one-time use and, ultimately, one-time deletion. By the end of 2010, the industry will see a move from apps vs. SMS to apps for specific purposes and SMS for mass promotion. Smartphone apps will continue to be exciting and attract attention, but the marketing industry will focus more on conventional SMS for promotional needs.
5. Get ready to see SMS integrated into all forms of traditional and non-traditional media. There has and will continue to be a huge increase in traditional media outlets such as radio, television and movies sporting SMS opt-in promotions. Everything from television commercials and movie previews, to billboard and postcards will begin to integrate promotional SMS ads. Digital will catch on too with more and more banner and Internet ads hosting promotional SMS opt-ins. The stretch will even go as far as the non-traditional locations such as pizza boxes and sport drink cans. And to keep it within the community, smaller outlets such as local television and radio stations will incorporate SMS as well. The opportunity to opt-in will be everywhere you look and in turn the amount of people who opt-in to mobile alerts will dramatically increase. As a result, traditional advertising and marketing firms will begin to consider mobile marketing not an option, but instead a necessity in all future strategies. Much like a website has became a necessity to every company’s marketing strategy in the past ten years, mobile will begin to become a must-have for every company’s marketing plan this year.
6. SMS will take on new frontiers. Text message marketing will begin to incorporate new aspects of information and engagement into their text alerts. For example, companies promoting health, such as a nutrition bar or gym, would start to offer opt-in, “stop smoking” texts to coincide with their product or service. Promotion will remain the backbone of the entire SMS campaign, but personalized benefits to opting-in will begin to show up. This will be partially due to the enjoyment people tend to have with a system that meets their individual needs, such as to stop smoking, and also due to the increase in bulk SMS all together. With more SMS campaigns available, companies will have to find ways to stand out in their text alerts to attract and maintain customers. As with any product or service, personalize it, and you will attract more customers. Marketers will progressively incorporate personalization into SMS promotional marketing endevors by the end of 2010.
7. Expect an even more major shift to mobile social engagement. We’ve seen social networking take off this year and the mobile platform is no exception. As social media marketing becomes integrated into regular marketing strategies, the need for social and mobile to connect will be undeniable. We will begin to see how social media is a natural counterpart to text message marketing. Bulk SMS can be sent to customers promoting a company’s Facebook, Twitter or blog. And vice versa, text club members can be gained with a promotional mobile opt-ins on social network sites. When exciting events or campaigns take place, social network sites and mobile alerts act as multichannel streams providing ways to promote this information. Unlike any other time in marketing history, the focus will shift to engaging customers by using the best possible channels: mobile with social media.
8. SMS will be seen as the smart way to market. As our country slowly begins to pull up out of financial struggle, companies will stick to affordable marketing to promote their product or service. Because text message marketing provides such a high return from a low-cost service, it’s popularity will greatly expand. In fact, text message marketing is currently the least expensive form of direct marketing available. Costly commercials and campaigns will take a backseat for the rest of the year as affordable text message marketing comes into play. What’s more, text message marketing gets the “O.K” by the environmental community. With an increased focus on staying “green” and helping to protect our world, SMS marketing gets public approval by environmental standards. Text message marketing provides a paperless, smart way to market and stay green. Mobile coupons are only sent out to those who opt-in and are waste free. The printing costs alone that are eliminated with text message marketing make it an eco-friendly way to market. Low costs, high returns and staying green will continue to make SMS the only way to truly market smart.
As technology continues to progress, the way we market will as well. Text message marketing has a natural place in today’s world of constant advancement and personalization. Keeping up to date with current trends in mobile marketing allows companies and marketers to make better decisions as to how best to promote products and services. If your company isn’t already integrating mobile into your marketing strategy it’s time to get in on the action before you get left behind. For more information about personalized mobile marketing for your product or service contact Text Ripple, a trendsetting leader in text message marketing solutions.