LITTLE ROCK, AR--(Marketwire - May 17, 2011) - SUMOTEXT Corporation (www.sumotext.com), a leading SMS Gateway and short code application provider for SMS Marketing and SMS Giving, announced the inclusion of its article in Mobile Marketer's (www.mobilemarketer.com) annual Classic Guide to Mobile Creative. SUMOTEXT President Timothy Miller highlights the role of SMS when used to enhance email marketing, mobile apps, social media, and customer self-service initiatives.
The Roll of Mobile
The ability to reach the right person, at the right time, with the right message, has been the goal of every marketer. However, traditional strategies designed to leverage traditional Customer Relationship Management (CRM) databases are becoming less effective. Consumers moving, changing their email address, and dropping their home phone lines have all been natural disruptive forces. But changes in consumer behavior and the proliferation of social media has further complicated the databases and the strategy. As traditional mass marketing channels continue to give ground to targeted, interactive channels, the mobile phone has become the only common lynchpin capable of tethering multimedia, social networking, and commerce.
SMS Popularity Revisited
The growth and popularity of SMS can be partly explained by the immediate, concise, and unobtrusive nature of a 160-character text message. But its rise to prominence is equally explained by its ubiquity -- i.e. SMS is on every mobile phone and most Americans carry their mobile phones at all times. For marketers and organizational leaders, these characteristics make SMS the ideal connective tissue to link and enhance other channels.
SMS as the Enhancement Channel
At SUMOTEXT, we refer to SMS as the enhancement channel. In other words, we like to think that no matter the strategy du jour, SMS can likely enhance it. If you're into email marketing, then offline media can ask your customers to text their email address to your short code. If you're into social media, then SMS can link prospective fans to your page at the latest social destination. If you're into mobile applications, then a text message can provide a 1-click link to install the application on your mobile device. In summary, SMS is really good at increasing response rates, collecting data, and providing fun, self-service utilities to mobile audiences.
That being said, we constantly remind ourselves and our clients to ask the question, "What are we really trying to accomplish? What is the real end goal?" Only then can we honestly evaluate whether SMS can or should be used to enhance the objective. Sadly, most marketing objectives tend to be short term, cyclical, and campaign-driven -- when they should be long term, strategic, and tied to a core business unit's profit and loss (P&L). After all, SMS is simply a mobile transaction protocol -- i.e. a method to conduct a transaction on a mobile device. Until organizations embrace that definition and create loftier ambitions tied to revenue or cost-savings, SMS will remain relegated to the trivial contests, sweepstakes, and treasure hunts born by agencies and their interactive marketing departments.
The good news is that sometimes the simplest SMS transactions can make a huge impact on an organization's bottom line. Beyond coupons, SMS can accomplish time-sensitive mobile payment reminders, password resets, subscription renewals, receipts and confirmations, upgrade offers, and links to persuasive, conversion-oriented multimedia. These are all common, first-step offerings that can dramatically increase revenues and reduce costs -- not to mention collect opt-ins and customer profiles for future communications.
The full article and list of the Top 10 Attributes of a Successful SMS Campaign is available by download: Mobile Marketer's Classic Guide to Mobile Creative.
SUMOTEXT is a short code application provider and one of eight companies certified by the Mobile Giving Foundation to provide SMS Giving. Our diverse roster of over 500 marketers, brands, and agencies leverage our SMS Gateway and campaign management tools to activate their offline media, spark mobile conversations, and collect data for CRM profiles by engaging their most valued customers and constituents on their mobile device via text messaging. Our self-service SMS Marketing platform fully controls keywords on short codes and is used to configure highly interactive campaigns and message flows. Our powerful keyword and group management controls streamline communications to increase attendance and participation while keeping dispersed groups of employees, stakeholders, and volunteers organized, informed, and motivated.
For more information, visit: http://www.sumotext.com