Why the Text Message Remains a Constant in Marketing

As omnichannel marketing becomes more prevalent, there has been a marked return of the text as a dominant form of communication between consumers and their favored brands. The omnichannel marketing process includes a mix, integration, and cooperation of all the various channels of marketing and advertising that are used to communicate with customers and consumers. There are several reasons that the text is and must still be a key component of your business marketing and brand-building process. This article looks at why this is the case and why the text will remain a major component of modern marketing.

Ease of Use

One of the key reasons given for the continued use of text message marketing is the ease of use. With the high levels of proliferation of smart mobile devices and smartphones, most people have access to text message facilities and a certain amount of this is generally either free or very reasonably priced. Therefore, it just makes marketing sense, in that, you need to be where your customers are and that’s on their mobile devices in the form of a text message or conversation. The text is still one of the easiest forms of communication to use and, therefore, it is still used in marketing.

Highest Response Rate

The text has also proven to be the one aspect of business communication that reciprocates some form of response from the customer or client. Because the message is generally quite direct, the text has a high probability of being opened, and once opened, then read. It’s why the fundraising and political campaign sector uses the text through platforms, such as Tatango. Furthermore, the fact that it’s easy to use and a response is expected makes the text message a great way to start a conversation or build a relationship.

A Text Message Feels Personal

The text message is generally received on one’s mobile device and, if used correctly, will also be addressed to the specific recipient. This makes it an increasingly personal means of engaging with and communicating with clients and consumers. Many clients and customers have noted how they felt included and part of the campaign and the brand when they received early product notifications that were addressed and written to them specifically. The text is, thus, a form of message that creates inclusivity, and most customers appreciate this about the brands that they use.

It’s Faster

The text message is generally sent and received immediately and, as such, it remains a preferred means of contact. The customer is also able to respond immediately, either continuing the engagement with your brand or stopping it in its tracks. The trend is that there will be a response from the customer, and it will allow the brand or firm to plan the next step in the marketing process. The average response time for a text message was found to be less than 90 seconds, which is arguably the fastest average response time of all the various marketing communication types currently being used and that form part of the omnichannel marketing process.

The text message may be regarded by many as an old form of communication and marketing, but it is arguably still at the forefront of many a marketing and advertising campaign and for very good reason at that. The discussion in this article clearly shows that the text is here to stay, and even as marketing moves online, it is managing to take the humble old-school text with it as a key component of the holistic digital marketing campaign.