Oct 26, 2016 -  New Responsive Home Page Design and Price Reduction in Levels 3 and 4!!  See Details Here 

Three Best-Practice Principles For a Successful SMS Campaign

Three Best-Practice Principles For a Successful SMS Campaign

Three Best-Practice Principles For a Successful SMS Campaign

In our previous post, we highlighted how Americans are increasingly married to their smartphones, using them for all sorts of activities and during all sorts of activities. Cellular devices have become less dedicated communications devices and more natural extensions of everyday activities. That offers plenty of opportunities for businesses—and plenty of challenges, too. What’s the best way to traverse such a tricky marketing landscape? This blog post seeks to answer that question in part by drawing on insights from Urban Airship’s “Winning in Mobile” report, which is part of the Mobile Marketing Association’s ongoing “From Good Push to Great Engagement” series.

Understand That the Marketing Milieu Is Different

First things first: Marketing may not be what you think it is. For many businesses owners, communicating with consumers seems simple. A billboard here. A radio ad there. A quarter-page spread in the local newspaper. But as the Urban Airship report notes, “Marketing has changed. Your customer is in control; you are not.”

Strong words, but what do they mean practically? In the journal Management Decision, scholar C.M. Sashi notes that marketing has moved beyond mere communication of information to something more relational. He calls it customer engagement and concludes that it “seems to go beyond awareness, beyond purchase, beyond satisfaction, beyond retention, and beyond loyalty.” Businesses need a mindset that takes an initial connection with a customer and transforms it into mutual interaction, consumer satisfaction, and—eventually—commitment and advocacy. Monetary transactions are only the start; mutual relationships are what matter in this new marketing era. Perhaps this is why Urban Airship urges, “Stop interrupting, and instead invite your user to have a singularly personal experience and provide them with services that will improve their life.”

Think Pinpoint Precision Rather Than Diverse Diffusion

Of course, it’s easier to talk about relationships than foment them. Still, one of the steps businesses should take to move from theory to action involves understanding where their communications fall on the marketing continuum. Think of the ways in which you talk to customers as ranging from broadly diffused to narrowly focused, anything from undifferentiated communication (very broad) to differentiated communication (somewhat broad) to concentrated communication (somewhat narrow) to micromarketing communication (very narrow).

Now think about a cell-focused SMS campaign. Where do you think it naturally falls on that spectrum? If you guessed toward the narrow side, you’re a quick study. Every phone is owned by a particular individual in a particular locale with particular interests and particular buying patterns. It’s not enough to think about your target market in broad demographic terms. You need to drill down deeper, because demographics aren’t discrete descriptors, each atomistic and isolated. They’re integrated and combine to create unique blocks of people, blocks that often require pinpoint precision to reach.

Consideration Is Key

Sometimes marketers use a lot of jargon when describing their particular discipline, but most marketing breaks down into two very broad categories. Pull marketing draws consumers to a particular product or brand through reputation or panache, while push marketing pops messages right out in front audiences. Think of banner ads and broadcast television spots, radio jingles and reading full-page layouts in glossy magazines.

By its very nature, SMS marketing is push marketing, but it’s push marketing with a twist. Since potential customers always have their phones with them, an SMS campaign requires extra consideration on the part of the marketer. Would you like someone shouting messages at you any and all of the time? Well, neither do smartphone owners. Know your target market well enough to offer them effective communications—and not a single message more. After all, respect is the foundation of a mutually beneficial, ongoing relationship.

Josh Vallera

I am the founder and owner of UltraSMSScript. With over 14 years experience in multiple facets of enterprise level software development, my software engineering background led me to start my own business in the SMS marketing field. Realizing that there are nearly 5 billion mobile subscriptions worldwide, I knew there was enormous opportunity for businesses to start utilizing SMS in their overall marketing strategy.

While there are many SMS marketing *services* out there, I wanted to build something where my clients could install SMS software on their own servers for whatever domain name they wanted and not have to rely on expensive markup to send permission-based SMS. My goal was to provide a self-hosted platform, at a 1 time cost, linked directly to the SMS gateways and provide wholesale pricing from the start!

View Josh Vallera's profile on LinkedIn

How SMS Best Meets Customer Expectations

How SMS Best Meets Customer Expectations

An acquaintance I once met told me about a difficult commercial transaction he experienced while caring for a critically ill
Read More
Superior Steps to Building an Exclusive SMS List

Superior Steps to Building an Exclusive SMS List

By now, I hope readers of the blog are more or less convinced that SMS marketing has the potential to
Read More
Understanding SMS Specifics

Understanding SMS Specifics

Current paradigms propel future plans. Yeah, I know, that sounds pretentious, a faux-profound statement cloaked in catchy language. But it
Read More
Back to Basics The Fundamentals of SMS

Back to Basics – The Fundamentals of SMS

For every veteran marketer who manages to establish a connection with consumers through their smartphones, there’s a bevy of eager
Read More
Shares