Is SMS the Future of Marketing?
Updated: Nov 8, 2020
Businesses may have thought digital marketing was important before, but in the age of the coronavirus, it is essential to keeping up with consumers.
As customers have less access to physical stores, companies are pushing an online oriented experience.
One platform that has gotten more attention as a result is SMS.
SMS, or short message service, is one of the largest networks for instant messaging. Used by approximately 5 billion people, it’s no wonder companies are jumping on this opportunity.
The Rise in SMS
When quarantining first became the norm, companies took to their usual channels for digital marketing, one being through email marketing. But because various brands’ email marketing campaigns began all at once, they clogged up customer’s inboxes, causing a decrease in click through rates (CTR) and open rates.
With SMS marketing, brands can have direct communication with consumers and compete less for attention. Businesses also favor the personal approach SMS has to offer.
This is building on an already existing trend of combining the physical experience of shopping with online features. Many retailers already have a BOPIS (Buy Online, Pick up In Store) and BORIS (Buy Online, Return In Store) system set up for consumers, so it’s only natural that customer service would expand to other digital methods.
Through SMS, brands can offer personalized customer service assistance and even buy products directly.
SMS can also be used for branding itself. As customers begin to emphasize the importance of company values, businesses can use direct messaging to better communicate their beliefs, as well as asking the consumers what beliefs are important to them. By doing this, companies can build customer loyalty.
What Does This Mean for the Future?
As the holidays come around, companies need to begin thinking about how to adapt to the changing climate. In store promotional events, like Black Friday, may no longer be viable options, or at least will be strongly discouraged by the public and health officials. Therefore, businesses need to take action now, for both their marketing campaigns and their approach to holiday shopping.
For those who want to begin SMS marketing for the holidays, the sooner you get on it the better. Business owners need to be ahead of the curve and start growing their online marketing base by getting customers to opt into SMS messaging. This can be done through other digital platforms, such as a website or social media networks.
But this might just be the beginning of expanding e-commerce, and by extension, digital marketing. When asked their opinion about using online shopping as their primary method of buying, 58% of people answered they would continue it in the future.
The global pandemic has changed many different social aspects as well as market sectors, and it looks like it has struck again. Corona might have been the tipping point to push online shopping ahead of traditional methods. It will be interesting to see how businesses adapt to the changing landscaping, and how much of the effects of the pandemic are lasting.