With 74.1m active mobile phones in the UK and a recent study revealing that an average young person spends five hours a day on their device, Jason Palgrave-Jones, managing director of Textlocal, examines how the rise of the mobile society is shaping the way we communicate to consumers.
Can you ever imagine a day without using your mobile phone? No, me neither. The rise of the mobile society has been astronomical, with Ofcom telling us that 93 per cent of adults are using mobiles and 71 per cent of that figure are using smartphones.
Instead of stating what we’re using mobiles for, it would be simpler to ask what are we not using them for – the answer being very little. You can of course call and text using your mobile. But more recently, we’re using them to check our emails, keep up to date with your social media feeds, take photos, browse the web and even order the occasional takeaway, so you can see why they have become an essential of modern life.
What does this mean for marketers? Well, according to our whitepaper, The State of SMS, when it comes to receiving a communication from a business, we’re more likely to respond to a business SMS than an email. Which on reflection, isn’t that surprising. Ask yourself: what do you read first – an email or a text message?
Consumers also see SMS marketing as a more personal form of communication over email, with the former being considered as rather wooden. Whereas with business SMS, if you compose and target your texts correctly, they can provide an excellent ROI.
Before you think that Facebook has advertising all figured out, it’s worth taking a closer look at the figures. Further research from The State of SMS whitepaper revealed that Facebook has 30m users, but only 9 per cent of this audience are open to receive marketing via the social networking platform. In comparison, 37.2m consumers have consciously opted in to receive SMS marketing and alerts. Facebook is also limited in the fact that not everyone has social media on their phones, whereas all mobiles have SMS built into them.
When compared to mobile advertising, SMS has a better ratio of actions taken, including downloading an app, purchases of goods or services or even encouraged into a store to make a purchase.
To achieve the greatest levels of success in a campaign, it’s important for marketers to build a culture of trust, as well as ensuring that customers get the messages they want to read. The State of SMS research suggests that three quarters (78 per cent) of users would read a text from a company they had agreed to receive communications from, compared to 41 per cent from a company they had not elected to hear from.
A consumer’s trust can be eroded further if unsolicited texts are sent with only 22 per cent willing to read texts from companies they have not heard of. However, if used correctly, communication via texts from a business is proven to boost loyalty; with more than half (54 per cent) of respondents saying that receiving useful texts helped build brand loyalty.
It’s clear to see from the research that mobiles are not only an intrinsic part of our lives, but provide excellent opportunities for marketers if used correctly.
For more information on the rise of the mobile society and SMS marketing, download The State of SMS.