The Rush To Complexity – Why Mobile Marketers Shouldn’t Overlook SMS

There was an excellent article published today that detailed why the simplicity of SMS shouldn’t be overlooked in a world where mobile apps, the mobile Web and so many other mobile marketing concepts are vying for the attention of marketers. “According to renaissance man Leonardo Da Vinci, ‘Simplicity is the greatest sophistication,” the article began. …   Read More

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There was an excellent article published today that detailed why the simplicity of SMS shouldn’t be overlooked in a world where mobile apps, the mobile Web and so many other mobile marketing concepts are vying for the attention of marketers.

“According to renaissance man Leonardo Da Vinci, ‘Simplicity is the greatest sophistication,” the article began.  “A thought that is as relevant to marketing as it was to his scientific and artistic experimentation.”  This is something I’ve long believed in, even with the proliferation of new-age mobile technologies.  Whenever marketers want to begin experimenting with mobile marketing, they always want to try the “new thing,” which in most cases is a branded mobile app, a rich media banner campaign on the mobile Web or other relatively complex tactic.  Complex compared to SMS that is.

“One area of the marketing industry that seems to be rejecting Da Vinci’s aphorism is mobile marketing,” the article continues.  “The rise of the mobile web and smartphone apps has led to a fever of complexity, with brands trying to outdo each other in their efforts to provide rich mobile marketing content.”

SMS has inherent advantages that nothing else compares to, and probably never will.  It’s a ubiquitous technology and one that nearly every consumer understands and uses on a daily basis.  For marketers, this is an enormous advantage.  Not to mention its cost advantages and potential for a wide-variety of interactions.  “On a more practical level, any consumer interaction that has an alerting function is best facilitated via SMS,” the article explained.  “Whether this is alerting a customer to an upcoming sale, or giving them updates on the progress of their auction, their delivery or their product, SMS is the simplest and most effective tool for giving people real time, time critical information on their interaction with a brand.”

In the end, marketers definitely shouldn’t shy away from new-age concepts and techniques, but should use them when they’re most appropriate.  “At the same time though, they should remember the words of the great artist and, where it’s applicable, should look towards the sophistication of simplicity embodied in SMS as a marketing medium.”

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6 comments

  1. Why SMS Marketing Shouldn’t Be Overlooked as Mobile Marketers Seek Out Complexity | Text Message Marketing | JA.TXT

    […] “According to renaissance man Leonardo Da Vinci, ‘Simplicity is the greatest sophistication,” the article began.  ”A thought that is as relevant to marketing as it was to his scientific and artistic experimentation.”  This is something I’ve long believed in, even with the proliferation of new-age mobile technologies.  Whenever marketers want to begin experimenting with mobile marketing, they always want to try the “new thing,” which in most cases is a branded mobile app, a rich media banner campaign on the mobile Web or other relatively complex tactic.  Complex compared to SMS that is. Read More […]

  2. Bridget Holland

    Jonas, if you're still interested, the article is here: http://www.utalkmarketing.com/pages/Article.aspx?…

    In the interests of full disclosure, it's written by the CEO of an SMS specialist, so he's got an axe to grind. So have I – IDS is also a voice and messaging specialist (http://idscomms.com.au).

    All the same, the simple still works so don't overlook it.

  3. Jonas Oxholm

    Dear Justin
    "There was an excellent article published today" – where can I find this article?

    /Jonas Oxholm

    1. Justin

      Hi Jonas, sorry about not linking. That article is located here:
      http://www.utalkmarketing.com/Pages/Article.aspx?ArticleID=19340

  4. Kelly McIvor

    I tend to agree with you, Justin. The ubiquity and familiarity of SMS seems to be under-recognized by most brands. Additionally, they seem draw to shiny objects like QR codes and iPhone apps and really don't know how to be creative using text.

  5. enertiamarketing

    Justin,
    You are absolutely on target with this message. Studies have shown that the vast majority of women, in particular, are open to receiving SMS messages providing coupons, specials, alerts to new promotions etc.
    What better way to get your message into the hands of willing consumers than delivering it directly to their mobile device, which alerts them that your communication has arrived.
    The best part is that if you build your opt-in list properly, your messages are never spam and the targeted recipients can opt-out simply by the stop button.
    Tremendous option for retailers during the holiday season!

    Ron Durant – e-NERTIA Marketing <a href="http://www.enertiamarketing.com” target=”_blank”>www.enertiamarketing.com

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