- SMS gains more traction from customers than other digital marketing mediums
- Lack of personal messaging and more of business messaging a reason for higher conversion
- More chance of targeting and finding out who opened the SMS
Do you wonder why you are being bombarded by text messages (SMS) by restaurants, shops, retailers, et al, every day? One word – ROI.
Bulletin’s Head of Channels and Enterprise, Bill Cheney, commented: “Companies that want to assess the benefit of this trend for their industry or particular service, should contact Bulletin to discuss the statistics and returns relevant to their business.”
Vishwadeep Bajaj, Founder-CEO of digital marketing company ValueFirst Digital commented “Although SMS has grown over the years and has been a popular choice, but of late people started questioning whether the SMS will exist or not. We noticed that that ROI for brands on SMS started increasing.”
Bajaj said the reason why this was happening in Asia is the lack of person to person (P2P) communication and SMS becoming used only for official business purposes was leading to more conversion for brands advertising.
“If earlier person to person communication was happening using SMS, that has moved out to WhatsApp and other platforms like Facebook Messenger. Now whatever communication you get within your SMS is business communication. So suddenly the pull for SMS for its ability to create conversion has increased significantly. SMS has regained its flavour with brands because of P2P communication being absent from that channel,” Bajaj said.
Another reason for the rising popularity of SMS for advertising is that now more people have smartphones and within SMS you can send a link, he adds. “Instead of 160-character limited communication you can access a range of media communication which takes you to the portal when you click the link and can drive you to richer communication,” he said.
Bajaj says that you can also track the particular mobile number that clicked on the content using Bitly. So you can identify the consumer in a much more significant way.
Bajaj was speaking at a panel discussion at ReTechCon conference organised by Retailers Association of India (RAI).
It was not only Bajaj that pointed to this fact, even Future Group’s Digital Head, Pawan Sarda, said that of late they have been seeing huge amount of traction through SMS.
Social media platform Twitter’s India Industry Head, Anupam Dixit, said that any marketer who is ditching SMS and email as a tool for marketing is not really sure about what they are doing.
“Old channels have not gone away. The key metric to watch is open rates.”