It was reported at the beginning of 2014 that text messages were in decline thanks to the rise of instant messaging apps like WhatsApp and photo apps like Snapchat. Deloitte found from its research that the amount of people using text messages had declined by seven billion while instant messaging had risen considerably and was continuing to rise. The story of the decline has been covered by various newspapers and has resulted in somewhat of a panic.
These grand claims make for an interesting read but do these figures really reflect the use of mobile and the effectiveness of mobile marketing? The answer is no. There is a lot more information out there and the facts have been distorted. When it comes to business marketing, mobile remains one of the key players and a loss of seven million seems trivial when you look at the amount of people still using text messages.
The use of Smartphones and mobile devices is rising and it is rumoured that five billion people will have access to a phone by 2017. That being said, does it make too much difference what apps people use as long as they are using phones? Sure, people might be using apps like WhatsApp and Snapchat but they are using them on their phones. They have access to their phones 24 hours a day, seven days a week, and they still receive a notification when they receive an SMS.
Does mobile marketing get results?
Users are more likely to conduct online shopping on their mobile devices so text messaging marketing is a brilliant way to provide people with offers, and the quick response time to mobile is likely to influence sales massively. Furthermore recent research also reported that 70 percent of consumers actually welcomed SMS advertisements. With a keenness to receive these sales offers, it is more likely that mobile marketing is a lead that will gain conversions.
According to data from Experian Marketing Services’ Simmons Connect mobile panel, 58% of US smartphone owners who view mobile ads found that messages with coupons or special offers were useful. This was up from 33% who said the same thing in 2009.
Mobile’s response rates and success rates are astronomically higher than any other method of marketing ever seen before. Let me be perfectly clear: in terms of immediate response, no marketing method even compares to mobile marketing. Nothing even comes close.
Mobile marketing is major right now and businesses need to jump on the SMS bandwagon if they are going to achieve effective marketing in 2014.