It is crucial to understand and respect clients' preferences regarding receiving commercial messages or SMS campaigns to avoid causing resentment or complete rejection of your brand through advertising activities. Market social research specialists decided to explore the target audience's attitudes toward various advertising campaigns. Is this tool worth using to promote small and medium-sized businesses?
Over three months, approximately 1,500 people were surveyed. The primary goal of the survey was to study consumer reactions to advertising text messages from companies. This research aims to help entrepreneurs build effective advertising strategies using SMS marketing.
Actual Frequency of Campaigns
61% of all respondents received only a few advertising SMS messages over the past month. Additionally, 9 out of 10 participants had not received any SMS messages from companies they had purchased from in recent months.
Customer Preferences
88% of participants expressed a desire to receive informational messages about discounts and promotions, and 48% indicated they would respond to an attractive offer.
Customer Behavioral Responses
When asked: "How would you respond to an advertising offer from an SMS campaign?" 41% of respondents said they would reply to a short code 8668 or respond to a manager's call, while 35% would click on a WAP push link leading to a mobile website. Only 24% would directly call the company. This demonstrates the high effectiveness and likelihood of positive returns from advertising SMS campaigns.
Furthermore, 49% of participants agreed they would subscribe to regular SMS campaigns from trusted companies. Meanwhile, 71% highlighted SMS messaging as one of the key communication methods with companies, despite the availability of alternatives.
While pursuing profits, remember that we are all human and may change or strengthen our preferences over time. Thus, always provide your clients with the option to unsubscribe from SMS campaigns that no longer interest them. This will not negatively affect your company's activities or the effectiveness of this advertising method.
According to our research, 98% of respondents emphasized the importance of having the option to opt-out of receiving advertising messages. Furthermore, 79% stated that such an option would increase their trust in a company and motivate further interaction with it.
Therefore, set aside doubts and confidently use SMS campaigns as an effective marketing tool to boost sales and attract new client streams.
