In this post-COVID-19 era, our jobs as marketers are tougher than ever. Most of us are working remotely, and so are many of the consumers we aim to reach, many of whom are on increasingly tight budgets and feeling anxious about engaging with brands in-person at brick-and-mortar locations. As marketers grapple with how to reach customers in what is still a largely stay-at-home world, mobile marketing is as important as ever.
In fact, now is the time for marketers to take a closer look at mobile marketing, specifically SMS, not just as a channel, but as an integral part of their business strategy.
Let’s face it: we’re glued to our phones. According to Pew Research Center, 96% of U.S. adults own a cell phone.
Given the sheer size of this captive audience, marketers should put mobile first in all of their strategy and planning, both during the COVID-19 pandemic and beyond.
Mobile marketing takes many forms – including email, social media, and mobile app promotions – and one of the most effective among them is SMS.
Mobile marketing, especially SMS, should be in the front seat of any marketer’s strategy for three key reasons.
First, it is highly effective. In fact, SMS is one of the most engaging and highest ROI tools in a marketer’s toolbox because it allows us to communicate through a device nearly every American owns, typically via concise messages of 160 characters or less.
Consumers open these messages at extremely high rates, often within just a few minutes of receipt. Plus, engagement rates for SMS campaigns are 150 times higher than email campaigns – and consumers redeem SMS-related coupons 10 times more than other coupons.
Second, SMS is flexible enough to help marketers in a variety of industries adapt to the age of COVID-19. In the financial services industry, as many Americans are keeping a closer eye on their finances than ever, SMS provides immediate notification of deposits, payments, and other transactions.
It also enables two-factor authentication to boost security and privacy. And in retail, SMS provides a trusted method for answering customer service questions and sending order confirmations for online purchases.
Third, SMS is easy to implement. Any company can quickly integrate SMS into their marketing processes by following a simple “crawl-walk-run” approach.
This starts with the basics, like letting customers sign up by texting a keyword to join. In the “walk” phase, marketers can introduce more complex activations, such as sending segmented SMS campaigns to loyalty members to boost engagement.
Finally, in the “run” phase, marketers might try sending a brief survey to customers via SMS.
At every step of the SMS journey, it is critical to continue testing, learning, and applying best practices (including, of course, gaining consent to contact for promotional reasons and avoiding “spamminess”).
Ultimately, mobile goes beyond marketing. Due to its effectiveness, flexibility, and ease of implementation, mobile marketing strategies like SMS are key to overall business infrastructure.
In today’s challenging landscape, moving consumers through the customer funnel as efficiently as possible is paramount to business success. And whether those consumers are at home or on the go, mobile is perhaps the best strategy for engaging with consumers and moving the business forward.
The post In a stay-at-home world, mobile marketing matters. Here’s why… appeared first on ClickZ.Reblogged 4 months ago from www.clickz.com