Businesses may have thought digital marketing was important before, but in the age of the Coronavirus, it is essential to keep 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 Marketing
When quarantining first became the norm, companies used their usual digital marketing channels, one of which was email marketing. However, because various brands’ email marketing campaigns began all at once, they clogged up customers' inboxes, decreasing click-through rates (CTR) and open rates.
With SMS marketing, brands can communicate directly with consumers and compete for less attention. Businesses also favor the personal approach SMS offers.
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 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 to brand itself. As customers begin to emphasize the importance of company values, businesses can use direct messaging to better communicate their beliefs and ask consumers what beliefs are important to them. By doing this, companies can build customer loyalty.
What Does This Mean For The Future Of SMS Marketing?
As the holidays approach, 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 must 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 like websites or social media networks.
But this might 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 and market sectors, and it looks like it has struck again. COVID-19 might have been the tipping point for pushing 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 last.