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BizReport : Mobile Marketing : December 24, 2015

Brands: Why you need to re-think SMS

SMS messaging can be a vital complement to the suite of communication tools at marketers' disposal, and according to one expert, SMS can be leveraged to better engage consumers in a personal and relevant way. Here's how:

by Kristina Knight

Kristina: How important is SMS messaging for brands?

Rob Malcolm, Senior Vice President of Corporate Development, Mblox: Engaging people with the right message at the right time can be transformative for brand loyalty. The immediacy of SMS messages, especially in combination with location data, allows businesses to approach individuals in a more timely and personalized way than previously possible. This level of engagement leads to a significant impact on the bottom line for a brand. According to Gallup, a customer who is fully engaged represents an average 23 percent premium in terms of share of wallet, profitability, revenue, and relationship growth compared with the average customer. The inability to understand or adapt to a customer's need for information can lead them into the arms of a competitor.

Kristina: What are the two most engaging ways brands can use SMS?

Rob: Engagement is arguably the most important reason for leveraging SMS. Loyalty programs and feedback-driven conversation are two especially impactful ways for brands to engage via SMS.
• Three out of four Americans understand loyalty programs to be part of their relationship with brands. Considering that, something as personal as texting about a loyalty program has the potential to strongly and positively impact how close the customer feels to a brand. The ability to send someone a coupon, survey or an update on points can cut down the time it takes a customer to do their own research. It can also help keep the brand at the top of their minds.
• Feedback can be a source of engagement as well, leaving customers feeling their voice was heard. Something as simple as a short survey, or a text relating to their recent most experience, can add significant value to a customer's relationship with a brand.

Image via Shutterstock

Tags: Mblox, mobile marketing, mobile SMS, SMS messaging

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