Mobile Messaging Isn’t What You Think It Is…
When people ask me what I do for work, I sometimes hesitate to answer. Not because I’m embarrassed, or because I work as a furry character in a costume(I’d love that), but my response, “I work in mobile marketing” is usually met with a long, awkward, deer-in-headlights pause. I’ve come to realize this stems from a broad misconception about mobile messaging. But why is that? Part of it comes from a lack of understanding. Part of it comes from the belief that mobile messaging is spammy. You know, that stinky, slimy, mystery stuff in a can. Let’s just put that idea to rest… right now.
At some point in our lives, we have been struck with spammy messages, either via email or SMS. Hence the necessary creation of the spam folder and endless rules and regulations on what you can and can’t send to customers. For example, with SMS, you absolutely cannot purchase a list of numbers and start sending messages without consent; unless, of course, you want to get fined large amounts of money. The difference between spam and mobile messaging is clearly illustrated below:
As you can tell, the difference between mobile messaging and spamming is vast: one leaves the receiver feeling annoyed or ill, while the other leaves the receiver feeling delighted and respected. Hopefully, you prefer the latter (unless you’re one of the few that actually enjoy spam?).
Another misconception about mobile messaging is that consumers are not interested in opting into a brand’s program, and that texting is a less powerful, potentially intrusive channel compared to mobile apps, mobile ads and email marketing. Well, hard truth disagrees. Research proves that targeted, timely, and effective SMS messages with a compelling offer far outperform these guys.
Mobile messaging creates a personal dialog between you and your customers, not a disruptive, shouting advertisement that many marketers use today. Really, those mandatory YouTube advertisements are so invasive when I’m just trying to watch some Beyoncé. They make their impression on me, but certainly not the best impression. Mobile messaging, on the other hand, is the Cupid of marketing: it goes straight to the heart of the right customer at the right time, and provides the highest chance of getting your messages read, loud and clear.
You might be thinking that mobile messaging is not sexy or flashy, and when compared to the likes of YouTube advertisements, link bait trickery and display ads, you’re right: mobile messaging is way less glitz. However, if you like increasing your customers, revenue and traffic, without shelling out the cost of a mansion in Vail or tricking your customers to visit your site, then mobile messaging is a perfect fit for you.
According to research by Responsys, 59% of consumers opt-in their phone number because they want to receive special offers and promotions. Further, 50% of consumers say they’ve made a purchase as a result of receiving a highly relevant SMS message.
As marketers, our job is to provide real value to our customers, whether that be through discounts, knowledge or delight. If we are not providing one of those three things, we’re as fruitless as Katy Perry in a sea of internet buzzworthy dancing sharks.
To sum up, what consistently works is providing useful content to your customers in the easiest, most streamlined way that will save you and your customers precious dollars. Let your customers establish trust with you by not overloading them with messages, sending messages at odd times or promoting products that they don’t care about. In other words, be a helpful human reaching out with thoughtful messages, not a spooky spammer overloading inboxes with irrelevant offers or fake meat.
Learn more about creating mobile marketing customers love (spam free) by checking out a quick demo of our mobile messaging platform.
Originally published at www.waterfall.com on February 11, 2015.