Text Advertising Campaigns
Text advertising campaigns are a popular way to use mobile phones to market a product or service and build customer loyalty. Mobile telephony is growing rapidly and is widespread across the continent. The International Association for the Wireless Telecommunications Industry (CITA) has found that mobile phone users send and receive 3.5 billion text messages every day and 97% of these are opened and read. These stats show the use of cell phones and other mobile devices can be a powerful tool for small business owners.
Any organization keeping abreast of technological advances cannot ignore the power of text advertising. Because it is a less regulated marketing channel, any organization, group or individual can use it to promote and market any product or service. All they need is to get a short or long code, reach and urge mobile phone users to register and subscribe to their text advertising campaign. Famous groundbreaking examples include the text message political campaigns by Barrack Obama and Hilary Clinton.
Bulk SMS (Short Message Service) are used when running text advertising campaigns. When mobile phone users register for the campaign, their number is maintained by the service provider in a database which is used to send bulk SMS. This method is cost effective and not as time consuming as other methods of direct marketing. These text messages are instantly delivered to a receptive audience who will have a higher chance of responding to the call to action in the text message.
Creative use of text message campaigns means the careful implementation and execution of a marketing communication strategy. The service provider provides a dashboard for the advertiser where each message is written and sent in a matter of a few minutes. It requires an interactive approach whereby a relationship is established between the subscriber base and the organization. Text advertising campaigns are broadcasted to these subscribers with consideration of time, relevance and suitability. After receiving the first incentive from this relationship, the subscribers should feel that the continued relationship brings to them what they need when they need it.
There is wealth and knowledge to be derived from text advertising campaigns. Organizations who reach their target audience are more likely to benefit with increase in sales or increase in fundraising or whatever other cause driving the campaigns. The brand is built through these communications and people from different geographical and cultural backgrounds can be reached at a more cost effective and timely method.
Any organization keeping abreast of technological advances cannot ignore the power of text advertising. Because it is a less regulated marketing channel, any organization, group or individual can use it to promote and market any product or service. All they need is to get a short or long code, reach and urge mobile phone users to register and subscribe to their text advertising campaign. Famous groundbreaking examples include the text message political campaigns by Barrack Obama and Hilary Clinton.
Bulk SMS (Short Message Service) are used when running text advertising campaigns. When mobile phone users register for the campaign, their number is maintained by the service provider in a database which is used to send bulk SMS. This method is cost effective and not as time consuming as other methods of direct marketing. These text messages are instantly delivered to a receptive audience who will have a higher chance of responding to the call to action in the text message.
Creative use of text message campaigns means the careful implementation and execution of a marketing communication strategy. The service provider provides a dashboard for the advertiser where each message is written and sent in a matter of a few minutes. It requires an interactive approach whereby a relationship is established between the subscriber base and the organization. Text advertising campaigns are broadcasted to these subscribers with consideration of time, relevance and suitability. After receiving the first incentive from this relationship, the subscribers should feel that the continued relationship brings to them what they need when they need it.
There is wealth and knowledge to be derived from text advertising campaigns. Organizations who reach their target audience are more likely to benefit with increase in sales or increase in fundraising or whatever other cause driving the campaigns. The brand is built through these communications and people from different geographical and cultural backgrounds can be reached at a more cost effective and timely method.
