For successful operations, every company must communicate with its customers, as this is the most reliable source of information about their preferences. This information allows companies to make adjustments that can attract even more customers.
Among the most effective tools for maintaining communication with customers is SMS marketing. This type of marketing involves distributing marketing information about products or services by sending it via SMS to the mobile phones of consumer subscribers. SMS marketing is considered a new, efficient method of direct communication with consumers and is one of the tools of direct marketing.
Features of SMS Marketing
Bulk Messaging
Currently, SMS marketing operates in two main areas: bulk SMS campaigns and receiving messages from customers. When examining the process of sending SMS in detail, it is essential to note its various goals. SMS marketing is often aimed at sending promotional information to the company's customers. In other words, companies use SMS to inform their customers about ongoing promotions.
As mobile phones have become an integral part of everyone's life, messages are the most effective and widespread way to convey information of interest to customers. For successful promotional campaigns, companies need a database containing customers' mobile numbers. It's worth noting that one aspect of SMS marketing involves collecting customers' phone numbers, which are then used for promotional campaigns.
The effectiveness of SMS marketing depends on thorough research of customer interests and needs by managers or marketers, as well as the proper formulation of the company's offer. However, nowadays, many campaigns target a broad audience without filtering, prioritizing the quantity of recipients over quality, which often fails to deliver the desired results.
Details of Campaigns
The content of SMS advertising has a significant impact on its success. Companies should include contact information in their SMS messages, which interested customers can use. Variables like personalization or exclusive offers also leave a strong impression, highlighting the customer's importance to the company and encouraging cooperation.
The frequency of such campaigns is also important. Optimal frequency is no more than once every two weeks. In SMS marketing, there is ongoing debate about whether promotional messages should target potential or existing customers. One perspective suggests it's more reasonable to notify existing customers about new promotions, strengthening their interaction with the company and encouraging repeat transactions. Another view is that the quality of advertising is more critical than its target audience. The optimal approach is to use a customer database where customers specify their preferred method of receiving information and explicitly consent to such campaigns.
Receiving Messages – Dialog-Based SMS Marketing
Receiving and processing incoming messages is an integral part of SMS marketing, enabling activities such as answering quiz questions, participating in contests, voting, placing orders, booking appointments, and more. The volume of incoming messages reflects a company's success. Various platforms handle incoming messages, managed by trained personnel who process requests based on specific codes in the messages and send appropriate responses. Many SMS marketing platforms also allow exporting received messages to Excel, simplifying customer interaction reporting.
