With SMS now accessible by 98% of U.S. mobile phone users, yielding the highest open rate within mobile marketing, text messaging will remain a marketing powerhouse in the digital age for the foreseeable future, with no imminent threats to its practically unmatched superiority.
But text message marketing should never be approached without ample planning, a comprehensive understanding of rules and regulations governing mobile communications for marketing purposes, and a clear strategy that works for you and your customers.
This week, MMW caught up with James Citron, CMO and co-founder of Mogreet, to discuss the company’s freshly published “seven goals” for companies looking to amplify their text message marketing efforts in 2014.
“Text messaging is an essential component of any integrated mobile marketing plan,” says Citron. “Text marketing is accessible by 98 percent of U.S. cell phone users and yields the highest open rate within mobile marketing. And with multimedia text messages, or MMS, fast ascending as ‘Text 2.0,’ we have identified several ways mobile marketing can be not just ubiquitous, but also highly personal and engaging.”
A summary of Mogreet’s seven recommendations
- Increase the use of MMS, especially video, in marketing campaigns. Plain text messaging, or SMS, will always be useful because it is ubiquitous and shares a 95 percent open rate with MMS on mobile phones.
- Ensure marketing content can be experienced on every type of mobile device. Even a brilliant video or multimedia marketing message will flop if customers can’t access the content on their phones because of compatibility issues.
- Stay compliant with new regulations. Companies and consumers alike should understand that text message marketing is heavily regulated. Marketers must follow recently revised regulations such as the Telephone Consumer Protection Act (which allows individuals to file lawsuits and collect damages for receiving unsolicited marketing text messages).
- Be smart, helpful and useful when using location data. Location-based marketing allows companies to integrate mobile advertising with location-based services.
- Segment mobile databases and provide relevant content specific to customer interests. It is critically important to keep customer databases well organized according to demographics such as age, gender, etc.
- Promote mobile sharing of content across branded websites and apps. Brands would be smart to utilize mobile features such as “send-to-a-friend,” as customers want to share products, apps, or content with their peers.
- Integrate mobile into internal communications. Companies should engage employees, not just customers, on mobile to keep everyone aware of mobile marketing initiatives.
“All in all, successful mobile marketing is about providing compelling content that is valuable to an audience and easy to access,” Citron concludes. “If marketers use these guidelines and add a touch of creativity and imagination, they can take advantage of the great possibilities text message marketing will provide in 2014 and beyond.”