Add SMS to the marketing mix

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 07, 2021, 4:44 PM UTC

An eMarketer study found more than half of US retailers plan to increase digital marketing investments in messaging and SMS.

With consumers becoming more comfortable interacting with businesses on their mobile devices, companies should leverage multi-channel marketing and add text messaging to their marketing mix. Personalised promotions, offers or discounts, remarketing and surveys are some of the most common types of text marketing.

Studies also found retailers primarily used SMS for order confirmation, tracking information and delivery updates. Before sending branded text messages, businesses should get consumer consent.

Branded text messages should include clear directions for customers if they want to opt out. But, they should regularly monitor and analyse unsubscribe rates. Marketers should also clearly identify themselves in text messages. They should conduct testing to find the right time to send branded text messages. They can also use SMS marketing software to simplify processes.

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