Three Thousand Years of Marketing in Three Paragraphs
Marketing is not new. There is evidence to suggest that at least as early as the Phoenician traders – over 3000 years ago – there was activity that we might class as marketing – Phoenician traders drew pictures on stones portraying their goods. We’re a little more advanced in our marketing techniques these days, but we’re still doing the same thing as those Phoenician traders: communicating with potential customers. A key aspect of marketing is very much about communication. Modern day marketers have a wide range of media available to allow them to communicate with customers and potential customers – and it’s important to say that communication is a two way street. And when it comes to communication SMS marketing comes into its own.
Improve Your Customer Service
As I mentioned above, marketing is not just about selling. However, it has to be said that there are many things that you do in businesses that may not be directly aimed at selling but which contribute significantly to it. There are few things that are truer in business than that a customer who has had a good experience with your company is more likely to deal with you again and is more likely to recommend you to other people. And what is central to this good experience? Good customer service. There is evidence that suggests that when you receive a text, you are highly likely to open it. You may not open it immediately, but you are likely to open it – the evidence shows that 95% of texts are opened. It has to be said that opening the text and reading it are two different things. However, in order to read your texts your customers have to open them. The fact that customers are likely to open your texts opens up a wide range of customer service opportunities. For example, a text reminding customers that their delivery is due tomorrow, or that their insurance runs out next month, or asking for their feedback are just three ways that SMS marketing can help you provide outstanding customer service.
SMS Marketing Allows Instant Communication
Okay, if you want to be pedantic about things: nothing is instantaneous. But SMS messaging is about as close to being instantaneous this side of traveling faster than the speed of light. Unless you’ve been away on a desert island for the last few years you cannot fail to have noticed the prevalence of mobile phone use. Many people – perhaps an overwhelming majority of mobile phone users – take their phones with them everywhere: and for marketers this is an opportunity that just should not be missed. You will know from your own experience that if a message comes through to your mobile you are highly likely to open it if you are in a position to do so. Research conducted by IDC (International Data Corporation), suggest that almost 80% of smartphone users check their phones within fifteen minutes of waking up. SMS marketing may not be literally instant, but it’s certainly much quicker than drawing your message on a rock.
