Research by MobileSquared towards the end of last year showed that SMEs believe social media marketing (primarily via Facebook) was a key platform to focus on this year. This is despite, however, the fact that only 9% of Facebook’s account holders are willing to view the platform as a marketing channel, making me think that the vast majority of budget spent here could be being wasted.
2017 may already be well underway, but it's never too late to inject a new approach into your marketing strategy. Especially one that will reward you with a greater share of voice and ultimately, more power behind your marketing message.
Go back to basics
‘Everyday’ messaging has switched to online apps like Facebook Messenger and Whatsapp, and this is where businesses like Zavvi, The Hut Group and IDM are already capitalising- by reverting back to the humble SMS and enjoying greater share of voice.
According to research from communications regulator Ofcom, a staggering 48 billion fewer ‘everyday’ SMS messages have been sent since 2011, whilst Whatsapp enjoys one billion active users per month.
The more infrequent ‘everyday’ SMS texts become, the more precious they become in turn. The more share of voice they enjoy; the more weight they carry for your business message.
Instead of being lost amongst the same perception of ‘clutter’ that email, direct mail and smartphone messenger apps suffer from, your business message will instead be received, read, remembered and acted upon. The industry read rate for a text message now stands at 98%, and 78% of consumers claim they will read a text message from a company they have given their number too.
The rules are changing
Earlier this year, the EU Commission 'quietly' proposed a new regulation on Privacy and Electronic Communications to replace the ePrivacy Directive. Part of the proposed reforms will mean that the likes of Facebook and Whatsapp will have to adhere to the rules of confidentiality of electronic communications for the first time in history, or risk fines of over £10million for security breaches or unsolicited marketing messages.
In short, it’s all about the opt-in. On 25th May 2018, the General Data Protection Regulation (GDPR) will be coming into effect, meaning that individuals will have increased rights over the use of their data, and businesses like yours face increased fines for breaching these rights.
Hard opt-in’s are a requirement of the forthcoming GDPR, which will mean you auditing your business to understand and alter your current process of collecting customer data.
It's good news for SMS marketing
SMS marketing is on the path of phenomenal growth for you to grab hold of and run with. There are already 33.67 million mobile users in the UK who have opted in to receive text message marketing from businesses. This means that the already ‘willing’ SMS audience outweighs Facebook’s total UK membership by a staggering 3 million people.
What’s more, MobileSquared have cited that by 2020, the number of mobile users in the UK that will have opted in to receive SMS communication from businesses will reach 48.65million, making SMS the fastest growing marketing channel in the UK, and one which a lot of businesses, unlike those mentioned earlier, are still ignoring. Are you one of them?
You don't need to reinvent the wheel
Businesses seem to think that they’ve got to be constantly innovative and unique in the way in which they engage with customers. This just isn’t the case anymore. Elaborate marketing campaigns become background noise, and it’s time we stopped ‘over egging the pudding’ and simply communicate with clients in the way we know will work, and, in the way they want to be communicated with.
No other marketing platform can boast an average yearly growth rate of 3.75million people per year.
The opportunities and the levels of success from SMS marketing campaigns are there for the taking, and in fact, when using a text messaging service provider, the integration into your day to day business marketing plan is simple and seamless.