Available, simple, measurable, entertaining.
SMS marketing means sending advertising SMS messages to the existent and potential users that agreed to receive the messages.
Companies can directly communicate with consumers no matter where they are in the given moment.
SMS marketing has three forms:
It is distinguished because of low advertising costs, wide target range, recognition of advertising campaigns and continuity (the campaigns can be upgraded with later repetitions). SMS marketing does not enable only an effective creation of trademarks and relationships with customers, but it also offers the possibility to deliver information to small segmented target groups.
Market researches show an increasingly higher usage of SMS and MMS messages for different forms of communication with the public. Because of their exact range and high response level, they are being used by more and more advertisers as a new marketing communications tool.
Besides direct marketing, SMS messages can also be used to inform people about new product mixes, events in the company and about discounted sale offers, for education with the help of short advice, ticket reservations, SMS polls, voting etc. The content of the advertising SMS message is limited to 156 characters and therefore messages must be clear, short, concise and interesting. The content must be precise and up-to-date. It must be written so that it is clear to the reader and in a way that attracts the reader's attention.
In addition to normal campaigns with text messages, the company can also carry out more innovative, interesting and entertaining advertising campaigns which can actively include the mobile phone users. Such campaigns are games with a prize, polls, quizzes and voting. Such campaigns have a high response level and are also used as an efficient way to obtain feedback information from consumers, their data and consent to receive SMS messages. Companies are also able to offer their users information on request, which means that users register for a certain group of information they want to receive. Some of the Slovenian companies have already been successful in marketing their services via SMS messages sent to their users.
The company must be careful not to send too many messages over a period of time because this can cause discontent among the recipients and consequently create the contrary effect of that which is desired. It is advisable that the company notifies users about the maximum number of messages they are going to receive over a period of time as soon as they get their consent to receive SMS messages.
Researches among mobile phone users show that the optimal number of messages is six a month, under the condition that they are not sent one immediately after another. It is proven that mobile phone users accept advertising without problem depending on their requests and wishes while also brings them additional benefit.