13th
Companies texting today to get the word out
By Jerry Osteryoung
Source Business Matters at tallahassee.com
One of the newer trends today is the use of text messaging technology in business. Text messaging, which is sometimes referred to as SMS or short message service, allows businesses to instantaneously send brief messages to their customers’ cell phones.
Text messaging does not replace other types of advertising. Rather, it should be thought of as a tool to use only in certain circumstances. Normally, you would use text messaging when you want a rapid response from your customers, and the message to them must be short and simple.
Many carriers limit the length of your message, but shooting for somewhere around 150 characters is a good guideline to follow. I frequently receive text messages from Tropical Smoothie. Both Dunkin’ Donuts and McDonald’s have had a great deal of success using this tool in their marketing campaigns.
There are many firms that will help you use SMS. The gold standard is MessageMedia, which boasts more than 8,000 business and government customers. SMS services make text messaging a fairly easy process. Simply provide the cell phone numbers and the message, and the SMS service will handle the delivery.
You can pay per message, but a newer approach involves the use of teaser messages that ask recipients to reply if they want more information. In these cases, some firms only charge for the second message, which shows that the customer has responded.
While the use of texting is quickly spreading throughout the entire customer base, young people still use text messaging much more than baby boomers. Nielsen Research found that teens and young adults send an amazing 3,000 text messages a month. However, total text messages sent have nearly tripled each year as people of all ages use the technology.
When texting, it is vital to get your customers to agree to receive the message or have an opt-in agreement. Also, you should limit the use of this tool to only those cases when you have something of real value to offer your customers.
Now go out and see if text messaging makes sense for your business. If it does, then develop a plan for implementing this very effective tool.
You can do this!
