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If you want to know how to improve your brand's marketing campaigns, one of the best ways to come up with new strategies is to pay attention to the world's biggest brands. The New York Times, for example, has one of the best track records in the industry for attracting and retaining customers. Although the New York Times uses a variety of marketing strategies, one of this media outlet's most effective campaigns involves the use of mobile alerts designed to keep its readers engaged at all times.
Mobile Alerts Put Consumers in the Driver's Seat
The New York Times mobile alert campaign, which is known as "My Alerts," allows users to decide how they will receive mobile communications from the newspaper. To use the service, users simply create alerts that send them the information they care about most. Users can create alerts based on keyword searches, or they can create an alert that lets them know when a specific author has published an article. Users can also create alerts that inform them about the activity of a certain stock. A single user can create up to 20 news alerts and an unlimited number of stock alerts on his or her account.
Once a user has established an alert, he or she can switch it on and off at will. Users can also decide how often they will receive alerts and when they will be sent. All of these settings can be changed at any time.
The New York Times "My Alerts" program provides the media outlet and its customers with many benefits, including:
- Constant communication. - With this program, the New York Times can remain in contact with consumers throughout the day. These communications keep consumers engaged with the brand, making them less likely to look for similar content or services elsewhere.
- Strong relationships. - Consumers who opt into this program come to rely on the New York Times as their primary provider of news and even financial information.
- Less competition - Because all of the information they need is already being delivered to them, consumers don't need to read content from competitors.
- Efficiency. - The "My Alerts" program allows the New York Times to provide its readers with the exact content they want quickly and efficiently. The service is automated, so it requires very little resources or manpower.
What Can We Learn from the New York Times?
Even if your company doesn't publish news or any other written content, you can still learn something from the New York Times' mobile alerts marketing strategy. Below are some of the most important points to take away from this discussion.
1. Consumers want to control communications.
One of the reasons that the New York Times' marketing campaign is so effective is because consumers are able to decide exactly which communications they want to receive, as well as when they will receive them. Consumers are not at the mercy of the New York Times. Instead, they are in control of their interactions.
2. Consumers don't want to feel trapped.
The New York Times "My Alerts" program allows consumers to opt in and out of receiving alerts at any time. Consumers are even able to turn specific alerts off temporarily if they are going on vacation or don't want to be disturbed. Because consumers know that they can cancel the service easily, they are more likely to participate.
3. Mobile marketing can build strong relationships.
This program demonstrates the true potential of mobile marketing. Using mobile alerts, the New York Times is able to meet the needs of its consumer base while simultaneously strengthening relationships and increasing customer loyalty.
You may not be able to use mobile alerts in the same way as the New York Times, but mobile marketing can still be beneficial to your brand. If you are ready to get started with SMS marketing, contact Trumpia today to learn more about our software.