The use of SMS marketing in B2C is becoming a popular way to advertise to consumers through their mobile phones. Businesses normally approach mobile phone providers to send off content using SMS (short message service) messages to mobiles. SMS texts can be received by all mobiles making SMS marketing extremely invasive but also effective. The key from a B2B perspective is to find the right balance and use this marketing channel in the right circumstances.
SMS marketing can also be sent through platforms capable of SMS broadcasting such as email. The areas where SMS can be of use vary greatly between industries. Mobile phone providers themselves use this method to encourage subscribers to upgrade their service and to let them know about seasonal promotions. People can also subscribe to SMS advertisements and promotions through their phone to receive SMS alerts whenever something new is posted from for example an online retailer.
The automation of parts of the sales cycle is one area where SMS marketing can help out at a B2B level. By allowing users to sign up for newsletters, competitions, or updates through their phones, a business can reach audiences that might not engage through traditional marketing channels. By building a list of phone numbers, a company can begin to do promotions or update their target market on new items relevant to their audience. They can send out a mass text message to all the customers that have signed up on a certain date and are due for renewal of their contract.
SMS marketing can, unlike billboards, television advertisements, and magazine advertisements reach anyone wherever they are. Most people have their phones on them at all hours of the day and will check their phones if they receive an SMS message alert. This allows for a very quick response on campaigns. For example, Walls ice cream teamed up with o2 very recently using SMS marketing combined with thermal mapping. Walls were able to send SMS messages to people that were in areas of a certain temperature.
One of the key components of an SMS campaign is that the person who is targeted must be able to opt-out of the advertising or opt out of their subscription to the advertising. Usually, this is done by sending a stop message to the SMS. This stop code allows people to stop receiving these advertisements should they no longer want the product and it is a requirement for creating an SMS marketing campaign.
Many phone providers and SMS companies will allow small businesses to buy runs of SMS advertising. This is where a company can pay for just a shortcode or small run of advertising. SMS marketing can then be tailored for just about any budget and also targeted to phones based on local registration and local telephone service providers.