The use of SMS marketing in B2C is becoming a popular way of advertising to consumers through their mobile phones. Businesses typically approach mobile phone providers to send content via SMS (short message service) messages to mobiles. All mobiles can receive SMS text messages, which makes SMS marketing extremely invasive but also effective. The key from a B2B perspective is finding the right balance and using this marketing channel in the right circumstances.
SMS marketing can also be sent through SMS-capable platforms such as vMail. The areas in which SMS can be useful vary widely between industries. The mobile phone providers themselves use this method to encourage subscribers to update their service and to inform them about seasonal promotions. People can also subscribe to SMS ads and promotions through their phone to receive SMS alerts whenever something new is posted, for example from an online retailer.
Automating parts of the sales cycle is one area where SMS marketing can help at the B2B level. By allowing users to subscribe to newsletters, contests, or updates through their phone, a business can reach audiences that might not participate through traditional marketing channels. By creating a list of phone numbers, a business can start running promotions or update its target market on new articles relevant to its audience. They can send a mass text message to all customers who have signed up on a certain date and need to renew their contract.
SMS marketing can, unlike billboards, TV ads, and magazine ads, reach anyone, wherever they are. Most people have their phones at all hours of the day and will check their phones if they receive an SMS message alert. This allows a very fast response to campaigns. For example, Walls Ice-cream partnered with o2 very recently using SMS marketing combined with thermal mapping. The walls were able to send SMS messages to people who were in areas with a certain temperature.
One of the key components of an SMS campaign is that the person you are targeting must be able to opt out of receiving advertising or unsubscribing from advertising. This is usually done by sending a stop message via SMS. This stop code allows people to stop receiving these ads in case they no longer want the product and is a requirement for creating an SMS marketing campaign.
Many phone providers and SMS companies will allow small businesses to purchase advertising runs by SMS. This is where a business can pay for just a short code or a small amount of advertising. SMS marketing can be tailored to almost any budget and can also be targeted to phones based on local registry and local phone service providers.
SMS marketing is a great tool that can be used to help businesses grow and reach out to alternative target markets, no matter where they are.