SMS Marketing vs. Mobile Marketing: Where, When and How to Use Them
SMS marketing and mobile marketing are two of the most used strategies for engaging consumers’ attention and driving conversions. But many marketers struggle with understanding the nuances between the two approaches and how to use them correctly. This article will provide a comprehensive overview of SMS marketing vs. mobile marketing, where, when and how they should be leveraged.
What Is SMS Marketing?
SMS stands for Short Message Service and is commonly referred to as ‘text messaging’. It is a form of outbound marketing that allows marketers to send text messages directly to their target customers’ phones. This is done via aptly named SMS marketing platforms which serve as dedicated channels for text message marketing.
As an example of SMS marketing in action, let’s say you’re an online clothing store. You could send out a promotional text message to your customers alerting them of a sale that’s just gone live on your website. When the customer receives the text message, they’ll be one click away from being able to make a purchase.
Pros and Cons of SMS Marketing
SMS marketing has a number of advantages:
• One of the main benefits is its huge reach, as SMS open rates can go up to 98%.
• SMS messages don’t require any additional cost to reach your customers, as they’re all ready on email and other such software, and since most cellular plans include unlimited text messaging services, there’s no need to worry about extra charges.
• Time is an SMS marketing’s ally. Text messages are sent nearly instantaneously, and customers tend to open them right away.
However, SMS marketing is not without its drawbacks.
• The 160 characters restriction and lack of multimedia support in SMS messages can lead to messages being difficult to read or understand due to stripped down language.
• There are also legal restrictions on SMS legally, and nations have different regulations and laws governing its use.
• Moreover, SMS messages require opt-in consent from consumers, and simply buying a Contact list won’t work.
What Is Mobile Marketing?
Mobile marketing is a type of online marketing approach, one which is aimed at delivering promotional content to the mobile devices of users. These can include text messages, emails, apps, push notifications, in-app notifications, instant messages etc. It serves as an extension of SMS marketing, but provides greater flexibility in terms of content that can be used to reach customers.
For example, let’s say your clothing store has an app. You can use mobile marketing to send out notifications on the app regarding the sale, which can include multimedia content such as images and videos to evoke curiosity and interest.
Pros and Cons of Mobile Marketing
When it comes to using mobile marketing as an engagement tool, there are a number of advantages that it holds:
• Mobile marketing allows marketers to make use of multimedia content, allowing for the creation of engaging and interactive experiences that entice customers to engage.
• Mobile marketing also provides users with the facility to target their campaigns on different platforms, allowing for greater personalization options.
• Since most customers have their mobile phones with them all times, mobile contact is instant.
But like all marketing strategies, mobile marketing has its own set of drawbacks:
• Mobile campaigns require additional resources and funds in comparison to SMS marketing.
• Personalized mobile campaigns take a long time to develop due to the multiple steps required for their creation.
• Some platforms may have additional regulations or rules for mobile marketing campaigns which could limit marketers in utilizing the power of mobile marketing completely.
Where and When to Use SMS Marketing and Mobile Marketing
Now that we know the pros and cons of both SMS and mobile marketing, let’s answer the more important question – where and when should these two strategies be used in order to maximize their effectiveness?
When it comes to SMS marketing, it’s best used for simple campaigns, where you just Require a call to action and a URL. This could include promotional campaigns and announcements where you just need to communicate some basic information to the customer.
On the other hand, mobile marketing shines when more complex campaigns are in order. This could include personalized campaigns, product launches, interactive campaigns etc. where multimedia content is of prime importance and needs to reach the targeted customers on multiple platforms in order to be effective.
How to Use SMS Marketing and Mobile Marketing
If you’ve decided to go with SMS or mobile marketing for your campaigns, here’s how you should consider leveraging them best for maximum effectiveness.
SMS Marketing
• The most important aspect of effective SMS marketing is segmentation. Segmented campaigns allow marketers to personalize and target their campaigns to specific consumer segments.
• Make sure that your message is nuanced, straightforward and brief – 160 characters can only do so much, so don’t try to cram a lot of information in that limited space.
• Be mindful of the timing of your messages and send at a time that your customers are most active.
Mobile Marketing
• Mobile marketing campaigns require thorough research and planning in order to be effective. Make sure that you fully understand your customer base and mobile platform preferences before crafting a campaign.
• Keep the same principles of SMS marketing in mind for mobile marketing as well – ensure that your message is concise and on point, and be aware of the peak activity times for your customer base.
• Leverage multimedia content as much as possible – images, videos and interactive experiences go a long way in grabbing and retaining attention.
SMS marketing and mobile marketing both have their own strengths and weaknesses, and understanding the difference between the two is important in order to conduct successful campaigns.
SMS marketing is best suited for simple campaigns and announcements, while mobile marketing works best when campaigns are complex. Segmentation and personalization are key, while abiding by the laws and regulations applicable to each platform is also a must.
Therefore, if you’re looking to get the most out of your SMS and mobile marketing campaigns, make sure to keep these points in mind and you’re sure to have a successful run.
