Last week we had an interesting webinar with mobile marketing expert Greg Hickman.
Greg talked about all aspects of mobile marketing–mobile websites, mobile landing pages, Google’s mobile changes, mobile pay-per-call, and SMS marketing. He said that Coke is spending about 75% of it’s mobile budget on SMS alone. He said SMS marketing is the ‘workhorse of mobile marketing.’
Now, with increases in phone calls from mobile click-to-call, that could change, but right now SMS marketing is preeminent.
Our own data–utterly unscientific data–backs this up. One of our most watched webinars is a webinar with the founder of Tatango, an SMS marketing company.
– 98% of text messages are read vs. 29% of Tweets vs. 12% of Facebook posts vs. 20% of emails
This might be the most staggering statistic in the history of marketing. Think about it! 98% of text messages are read. I know email marketers that would sell their children to the circus to achieve 98% email open rates. I know marketers that would bit off their own fingers to achieve 98% email open rates. 98% open rates for email marketing so so out of the realm of possibility that it isn’t even worth discussing. Heck most email marketers would be thrilled with a 98% deliver rate.
And yet…SMS marketing achieves those numbers ALL DAY EVERY DAY.
– 83% of people that receive mobile coupons say they would like at least 2 messages each month
If someone opts-in to receive your text messages, you should send them text messages. Don’t bombard them everyday, but certainly send more than 1 or 2 a month.
– It takes a consumer an average of 90 seconds to respond to a text message. On the other hand, it takes 2.5 days for a consumer to respond to an email
Keep in mind that the word ‘respond’ in this case doesn’t mean ‘reply.’ Rather, it means digest the information and, maybe, do something about it. SMS marketing produces action.
– 75% of people prefer receiving mobile ads via SMS vs. ads via mobile apps or banner ads
Text messages are natural. Banner ads aren’t.
– SMS coupons are 10x more likely to be redeemed than mail or newspaper coupons
– 70% of Americans say they would like to receive mobile coupons from their favorite businesses
They want to hear from you. They want a deal. They want coupons. Communicate with them.
– The average person looks at their phone 150 times each day
The downfall of the American civilization… 🙂
– Losing someone’s smartphone stresses them out more than losing their wedding ring
I can’t think of a reason that a B2C company wouldn’t want to use SMS marketing. There isn’t one. Every single company should get started. Greg recommends some specific SMS marketing companies to look at.