Insights on Marketing & Technology

5 Reasons Why You Need A Mobile Marketing Strategy

Has your marketing campaign lost its edge? Maybe it’s because you haven’t introduced mobile. Text messaging is proving to be the fastest, easiest, and most accessible form of marketing today. Nearly every company can benefit from a mobile marketing strategy—here are just five reasons why.

  • By: Elisia Guerena
  • Published: 16-10-2014

1) Text messages see instant results

When you have a call to action that needs to drive results, and drive them fast, text messages are your best bet. That’s because 99% of text messages are read and responded to within 90 seconds of receiving them. This places text messages at a higher reading and response rate than email, social media, and print.

Time was the most crucial element when the Sierra Club wished to inform supporters of last-minute rallies. With less than a day to act, Sierra Club used text messaging to organize its supporters. Over 2,500 people texted in within a matter of hours! These kinds of instantaneous results are a hallmark of mobile marketing. Text messaging’s high open rate ensures that your mobile campaign will be more efficient than using any other communication channel.

2) Text messages improve your other marketing strategies

Only 12% of Facebook updates are read. 71% of tweets are ignored, and 88% of group emails go unopened! The truth is, there is too much content out there for people to read, so your message is probably getting lost in the crowd. But everyone carries a cell phone on them. By using mobile to draw attention to your other marketing channels, you can prompt people to look out for your Facebook update, tweet, or email. Indeed, several of our clients have found that text messaging drastically improves the open rates for other channels.

When the Human Society was raising money for their year-end fundraising campaign, they divided their supporters into two groups: one who received text message and email reminders to donate online, and one who received just email reminders. HSUS found that the group who received text messages was 77% more likely to donate online than the ones who did not! Messaging that lands in your pocket are the best catalysts for reminding people to take action.

3) Text messages reach the unreachable Sound impossible?

Not with mobile marketing. Although only 14% of adults ages 18-29 check their email on a daily basis, 99% of that same demographic send and receive over 180 texts every day. Studies show that lower income households and other undeserved populations also prefer to use text messaging to communicate over other channels, such as social media or email. This is because, while those demographics may lack regular Internet access, most of them own cell phones that they check on a regular basis.

New York City’s Human Resources Administration realized that 88% of low-income job seekers used their cell phones on a daily basis. So they used text messaging to send out job resources for the unemployed. The results? 11 percent of people on their mobile list received job interviews, and half of those interviews became jobs. Long-shot possibilities became real opportunities—all with the help of text messaging.

4) Text messages drive higher response rates

Email chains are confusing. And many people don’t answer phone calls from unknown numbers. But a short, snappy text message takes a matter of moments to read and respond to. Compared to other media channels, text messaging will give you the highest response rates.

Take the Brady Campaign as an example. They used email, social media, and text messaging to ask members to call senators to support their campaign to end gun violence. They found that a text message call to action generated 25-30 times better results than social media and email. That’s an amazing result!

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