Mobile Marketing-Positives & Negatives.
Mobile Marketing-Positives & Negatives.
eat pasta menu tonight at 20% off from 5 to 7pm. Please join us tonight! And an example of how a small business can utilize text messaging in a customer service communiqué might be as follows:
(This example message from a drycleaner to a customer in its customer base who has opted in to receive notices from the drycleaner, such as notification of when the dry cleaning is ready to be picked up): Dear Mark…Your drycleaning is ready early. It is ready to be picked up now. We are open until 7pm tonight. Come by anytime to pick up your order! The value of these customer contacts via text result most importantly in increased customer satisfaction, brand allegiance and increased sales, and efficiency. The infrastructure to deliver TextHub’s messaging service is already in existence and ready to be utilized for the TextHub messaging system. All that is required is a computer and internet connection at the business location to send the messages. And all that is required from the customer’s standpoint is a cell phone and permission to receive messaging from the business. Certainly, nearly every small business owns a computer and internet connection, and penetration of cell phone ownership among consumers exceeds 85% in the U.S., and even higher in Europe and other locations around the globe. And while the original primary use of a cell phone was intended to send and receive phone calls, today text messaging is the fastest growing use of the mobile device. Over 12 billion text messages are sent and received in any given month and a new report from Portio Research forecasts a healthy future for text messaging which continues to be the “star of the data services show” with traffic volumes that continue to confound all predictions. By 2012, global SMS traffic is estimated at 3.7 trillion messages. A recent Nielsen Company report (March 2008) indicates that of 58 million mobile subscribers who received ads on their mobile devices, 51% indicated they responded to the ad, 26% of which responded specifically by text (SMS) reply, an incredibly high response rate. Most consumers keep their cell phones with them at all times and over 90 percent of all text messages received are read. We are exiting the “early adopter phase” of text message communication and entering a phase of text messaging as status quo. As testimony to the robust nature of text messaging communication today, U.S. Federal Regulators approved a plan on April 9, 2008 to create a nationwide emergency alert system using text messages delivered to cell phones. Moreoever, in specific test marketing campaigns, Dunkin Donuts text messaged coupons direct to customers who opted in to receive the special offers and store traffic in the text area increased by 21 percent. Similarly, Moosejaw, a retailer of outdoor gear and apparel, recently instituted a text messaging communication campaign with its customers in which two thirds of the customers receiving text message notices from Moosejaw responded.
Mobile MarketingPositives Negatives - To learn more about this author, visit Mark Michuda's Website.
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Businesses are always seeking innovative ways to communicate efficiently and effectively with customers in order to maintain good customer service and to increase sales. While postal mailing, phoning, and most recently emailing have been utilized as methods of communication from businesses to its customers, a new communication star is emerging, known commonly as “text messaging” and also known as short message system (“SMS”). Text messaging has typically been utilized peer to peer (consumer to consumer), however now businesses are starting to adopt it as a way to communicate information that is time sensitive and relevant to a customer’s specific interests. The advantage of text marketing is that the message arrives instantaneously on the receiving party’s cell phone, thus it is able to broadcast up-to-the minute information that is delivered in real time yet is not disruptive or obtrusive to the receiver since the message can be read and/or responded to at the receiver’s convenience and does not require audible dialogue. Broadly, it’s all about the “psychology” of text messages. They reach people wherever they are, at any time of day or night. That gives it a sense of an intimate communication—“the message is right here in my pocket”—which can be further enhanced with a targeted campaign that appeals directly to the consumer. And, due to its very nature, text messaging is viewed with a sense of urgency to which email can’t compare. Mobile phones are with most people almost 24 hours a day and thus the ability to deliver the message directly to the receiver is done with great confidence that the message will be received instantaneously. An example of how a small business can utilize text messaging in a marketing communiqué might be as follows: (This example message from a restaurant to a customer in its customer base who has opted in to received notices from the restaurant regarding specific interests, such as notification of tonight’s specials): Dear Mark…We are offering our all you can
eat pasta menu tonight at 20% off from 5 to 7pm. Please join us tonight! And an example of how a small business can utilize text messaging in a customer service communiqué might be as follows:
(This example message from a drycleaner to a customer in its customer base who has opted in to receive notices from the drycleaner, such as notification of when the dry cleaning is ready to be picked up): Dear Mark…Your drycleaning is ready early. It is ready to be picked up now. We are open until 7pm tonight. Come by anytime to pick up your order! The value of these customer contacts via text result most importantly in increased customer satisfaction, brand allegiance and increased sales, and efficiency. The infrastructure to deliver TextHub’s messaging service is already in existence and ready to be utilized for the TextHub messaging system. All that is required is a computer and internet connection at the business location to send the messages. And all that is required from the customer’s standpoint is a cell phone and permission to receive messaging from the business. Certainly, nearly every small business owns a computer and internet connection, and penetration of cell phone ownership among consumers exceeds 85% in the U.S., and even higher in Europe and other locations around the globe. And while the original primary use of a cell phone was intended to send and receive phone calls, today text messaging is the fastest growing use of the mobile device. Over 12 billion text messages are sent and received in any given month and a new report from Portio Research forecasts a healthy future for text messaging which continues to be the “star of the data services show” with traffic volumes that continue to confound all predictions. By 2012, global SMS traffic is estimated at 3.7 trillion messages. A recent Nielsen Company report (March 2008) indicates that of 58 million mobile subscribers who received ads on their mobile devices, 51% indicated they responded to the ad, 26% of which responded specifically by text (SMS) reply, an incredibly high response rate. Most consumers keep their cell phones with them at all times and over 90 percent of all text messages received are read. We are exiting the “early adopter phase” of text message communication and entering a phase of text messaging as status quo. As testimony to the robust nature of text messaging communication today, U.S. Federal Regulators approved a plan on April 9, 2008 to create a nationwide emergency alert system using text messages delivered to cell phones. Moreoever, in specific test marketing campaigns, Dunkin Donuts text messaged coupons direct to customers who opted in to receive the special offers and store traffic in the text area increased by 21 percent. Similarly, Moosejaw, a retailer of outdoor gear and apparel, recently instituted a text messaging communication campaign with its customers in which two thirds of the customers receiving text message notices from Moosejaw responded.
Mobile MarketingPositives Negatives - To learn more about this author, visit Mark Michuda's Website.
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