Top 3 reasons why marketing teams are increasingly investing in SMS and mobile

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by Lindsey Francy Feb 27, 2023 News
Top 3 reasons why marketing teams are increasingly investing in SMS and mobile

Email is one of the most reliable channels that marketers have, and we don't see that changing anytime soon. As of late, businesses have begun looking for new ways to reach customers where they are, and that's where text messaging comes in. The effectiveness of a communication channel between brands and customers is a recent development. Not only does it have open and click-through rates that are comparable to email, but it is also an effective way to reach and connect with both legacy and new audiences.

There is a breakdown of how mobile channels are generating this kind of success and why marketing teams are putting more emphasis on their role.

1. Real-time personalization

We are always on our phones. Consumers rely on mobile at almost every stage of their shopping journey, from inspiration to comparison to purchase. They are becoming more comfortable with using mobile phones to connect with brands. Nine out of 10 consumers prefer texting businesses according to a recent study.

It is possible for marketers to provide access to two-way conversation with the use of the text messaging service. Every stage of the journey, from browsing to shipping updates, provides customers with that real-time personalization.

Similar to other digital marketing channels, reaching customers with the right message is important. Meeting customers where they are in their journey may look like sending a "Thank you" message after a completed transaction, a small reminder that notifies a customer they've left some items in their cart, or even shipping updates when their order is close to delivery. For brands to get the most out of their efforts, they have to boost their personalization. A text can be up to 150 characters. Adding in a first name, along with a promotion for an item that is left in a customer's cart, could be the details that make the difference.

2. Save time,money, and energy

It can take a fair amount of time to create an engaging email, but the character limits of a text message can make it an easier starting point. A simple and quick way to communicate with a customer is by sending an opt-in message. Messages can remain short and sweet after a customer opts-in. While marketers can spend less time crafting lengthy communications, they can still convey special discounts, flash or seasonal sales that entice shoppers to engage with the brand. It is more likely that this type of communication will garner a return, providing a time and cost effective way of furthering your omnichannel strategy while providing real value to customers.

3. Retention made easier

Mobile has the power to reach a larger audience than other channels due to the fact that most consumers own a phone. There are more opportunities for marketers to drive retention.

First-party customer data can be used to tailor communications to what customers actually care about. That could mean a message that links to an item they were interested in or a discount on an item they purchased a year ago. Consumers can quickly see the value being offered with short, pithy content.

One piece of the omnichannel puzzle

A marketing strategy that provides a personalized experience across multiple channels isholistic. E-mail, social, or web and app communications should be combined with mobile and SMS to create a seamless and enjoyable experience for customers. It is clear that marketers have begun to see the power of mobile within their strategy and are allocating more resources to it. Both marketers and customers will benefit from the increased investment in these channels.