By Richard Manfredi on Sep 30, 2015 6:16:00 PM
The release of Apple’s iOS9 with built in ad blocking technology has got much of the online world into a frenzy. The publishing and advertising industries are busy bemoaning the death of a revenue stream and some pundits are even heralding this development as the beginning of the end for the free internet.
But first of all, it’s very important to remember that the effectiveness of most banner ads is actually very low. On average, the click through rate of a mobile banner ad is approximately 0.01%. Yes, less than one percent. Rather than mourning the end of the internet, we at mGage see this as an opportunity. An opportunity to do better. To provide a better avenue for brands and marketers to engage with consumers on mobile, using a marketing mix that includes mobile messaging.
But isn’t SMS old hat technology I hear you say?
Yes, SMS has been around for a long time, but then again so has the written word. It’s not how old the technology is, what matters most is how effective the technology is. SMS still remains the most personal, timely and effective way to engage with customers on mobile. The average open rate of SMS is 98 per cent, and the majority of messages are opened within the first five minutes of being received.
It is worth noting that SMS continues to evolve and is not some sort of an analogue tool to reach people on their mobile device. In fact, SMS are highly trackable and measurable. Marketers can follow the delivery receipts, response rates and click-through rates like they can with email. They can also be used as a mechanism to connect a customer’s journey between different devices, platforms and even bricks and mortar stores. It is as simple as plugging a modern SMS platform into a CRM system to unlock a whole new level of customer engagement. So essentially, SMS is a highly powerful and measurable tool to reach consumers on mobile in a quick, and highly personalised fashion.
Furthermore, SMS can be used in conjunction with modern marketing tools and advertising technology with great effect. For example, you could establish a geo-fence that would allow you to target a consumer and send them an SMS as soon as they enter a certain location. So if you’re a High Street retailer running a special promotion, you could set up a campaign that would SMS your customers to let them know about the promotion when they are close to the store.
It’s all about two way communication!
The true power of SMS is that it allows you to actually engage in dialogue with your customers. Using SMS in your marketing mix, it’s possible to engage and fully automate a conversation to facilitate a sale or enquiry. Brands who add a call to action to text a short code to their advertising campaigns can start a two-way conversation with customers. It could be used to help customers determine where their nearest store is or check stock availability.
Adding payments is the missing link
With the development of Payforit in the UK, SMS could even become the tool for closing the sale and processing the payment. Payforit allows customers to add the cost of their purchase to their monthly mobile bill. It makes the mobile shopping experience even easier, no need to enter credit card information or enter in personal details.
To organise an informal cup of tea, a chat and a bespoke demo of how we could help your business, please contact us.
The information included herein is distributed for informational use only; it does not constitute legal advice and should not be taken as such. All clients are responsible for meeting legal requirements and other rules that apply to their messaging programs. Consultation with legal counsel is strongly recommended.