Pros And Cons Of SMS Marketing

A lot has been said about the benefits of SMS marketing. The humble SMS or Short Message Service is undoubtedly an excellent strategy for businesses wanting to connect with more customers, via their mobile phones and smartphones. However, this aspect of mobile marketing is not without its downside. It is important understands the pros and cons of SMS marketing, before actually entering the field and creating elaborate advertising campaigns. Every newbie marketer should be aware of the advantages and disadvantages of mobile marketing. The same is the case with SMS marketing. While this aspect of marketing can really help a company reach the heights of success, it also has its own negatives.

Pros:

Cost effective:

Research has shown that it takes 1.8 to 2.4 phone calls to reach

Unobtrusive:

Receiving a phone call results in the call either needing to be answered or sent to voicemail, this could occur at an in opportune time. SMS’s can be quietly read and replied on to ensure timorous communication.

Two way communication:

Not only is sending a SMS cot effective and unobtrusive but it create a two way communication medium between the sender and recipient. The recipient of the SMS can reply immediately, or a later stage at his/her convenience. Unlike phone calls, SMS replies can be created and sent  at any stage.

Measurable:

All aspects of a SMS Marketing Campaign can be tracked – Delivery reports to network and handset, replies, failures and opt outs.

Marketing Reach:

Successful SMS Marketing Campaigns can experience viral growth as one recipient of the SMS forwards it to a friend who was not on the original database. This increases the reach of your advertising campaign.

Dynamic:

Technology now allows marketers the opportunity of sending text, audio, video and images directly to their clients phones. MMS and Wap Push Technology can be used to seamlessly deliver the marketing message.

Cons:

Delivery Failure: 

SMS’s can fail to deliver to a recipients handset for a variety of reasons from invalid numbers through to network failures.

SPAM / Opt outs: 

Companies need to ensure that they always give the option for their customers to opt out of receiving SMS. Once a customer has opted out  the company needs to ensure that they have been removed from the database.

System Abuse:

Companies implementing SMS Marketing Campaigns need to ensure that they have a set company policy and guidelines in place for content that  will be SMS’d and communicated to their clients.

engage mobile users:

It is not very easy to constantly engage mobile users and encourage them to opt-in to receive messages on their mobile phones. Even if they do opt-in, it is not necessary that they read every message the company sends them. 

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