Where email failed to hold audience attention, SMS marketing might just succeed.
Recent research by HubSpot indicates that most 12-17 year olds are moving away from email usage, towards SMS, instant messaging, and social media. There was a 59% drop in their Web-based email usage over the last 12 months. If most teenagers prefer to communicate with text messages, social networks and instant messaging, then email marketing doesn't achieve as much as it used to. SMS marketing is looking like the new best thing.
HubSpot's figures hint that SMS marketing isn't just for teenagers. HubSpot report that "web-based email usage has been on the decline among ALL Internet users under the age of 55." So SMS marketing could be important for all age groups.
This is proof that SMS marketing (and social media marketing) deserves a place in mainstream marketing practice. It is not the end of email marketing; however, SMS marketing has two main advantages over traditional marketing such as email. Firstly, customers prefer text messages to other communication platforms. This why advertising on Facebook is also successful.
The second reason for SMS marketing success is that it communicates more closely with the consumer. The 'one-way' transmission model of communication is outdated: successful communication operates in dialogues, not monologues. So SMS marketing, like social media marketing, works because it makes exchanges between organisations and publics as easy as possible. When publics can send an SMS to an organisation and be heard, SMS marketing becomes invaluable to all involved.
SMS marketing is not a 'silver bullet:' it can and should be used in conjunction with other marketing channels. It has to be well-planned to be effective. Above all, it still needs to stick to marketing best practice and offer value to the customer. That 59% of teenagers who turned away from email communication won't necessarily care about SMS marketing today, but as HubSpot put it, "today's kids are tomorrow's customers-and they're probably not going to be reading your email."
Watch this video for a quick introduction to SMS marketing: what it is, why it works, and how you can use it.
Recent research by HubSpot indicates that most 12-17 year olds are moving away from email usage, towards SMS, instant messaging, and social media. There was a 59% drop in their Web-based email usage over the last 12 months. If most teenagers prefer to communicate with text messages, social networks and instant messaging, then email marketing doesn't achieve as much as it used to. SMS marketing is looking like the new best thing.
HubSpot's figures hint that SMS marketing isn't just for teenagers. HubSpot report that "web-based email usage has been on the decline among ALL Internet users under the age of 55." So SMS marketing could be important for all age groups.
This is proof that SMS marketing (and social media marketing) deserves a place in mainstream marketing practice. It is not the end of email marketing; however, SMS marketing has two main advantages over traditional marketing such as email. Firstly, customers prefer text messages to other communication platforms. This why advertising on Facebook is also successful.
The second reason for SMS marketing success is that it communicates more closely with the consumer. The 'one-way' transmission model of communication is outdated: successful communication operates in dialogues, not monologues. So SMS marketing, like social media marketing, works because it makes exchanges between organisations and publics as easy as possible. When publics can send an SMS to an organisation and be heard, SMS marketing becomes invaluable to all involved.
SMS marketing is not a 'silver bullet:' it can and should be used in conjunction with other marketing channels. It has to be well-planned to be effective. Above all, it still needs to stick to marketing best practice and offer value to the customer. That 59% of teenagers who turned away from email communication won't necessarily care about SMS marketing today, but as HubSpot put it, "today's kids are tomorrow's customers-and they're probably not going to be reading your email."
Watch this video for a quick introduction to SMS marketing: what it is, why it works, and how you can use it.
About the Author:
This article was written by Andrew Campbell, the Country Manager of TXT2GET Australia. TXT2GET are a leading SMS marketing company operating from the US, NZ and Australia. For more free insights, industry trends and research reports, visit the TXT2GET blog.
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