We can tell you all day about the usefulness and value that can be had with texting – that’s kind of what we do for fun, in fact.

We’ll also gladly share how texting can be an important component of your marketing plan, especially to the increasing numbers who prefer interacting with the world through their mobile devices.

But as much as we advocate this opinion, we probably admit being biased, so discriminating business professionals such as yourselves would be wise in learning if others also have described how a SMS campaign an be a useful tool in your overall marketing toolkit.

Good thing this question has been asked and answered for years. Here’s a sampling of the different observations and solutions that other tech experts have come up with:

1. It’s where the audiences are. A 2015 Pew Research study found that two-thirds of Americans use smartphones, and 15 percent lack or have limited access to any other method of being online or communicating. The survey showed that texting is the most popular use – 100 percent of the 18-29 age group, 98 percent of the 30-49 group and 92 percent of the 50-plus group.
2. It’s where the audiences will be. A 2012 Forrester Research study not only showed a high amount of texts sent through the U.S. (6 billion a day, up 14 percent from 2011, when more than 2 trillion were sent). It also predicts that by 2017, demand will still remain high.
3. Future partnerships. TechRadar predicts that Google will continue creating digital innovations by 2020, including strengthening ties with Droid mobile products, such as a SMS messaging service exclusive to Droid owners
4. Get noticed. Susan Gunelius from Entrepreneur offered advice in 2012 to promote your business with a text message. The suggestions then were similar today’s SEO : identify yourself, be brief but memorable, have a strong call to action, and avoid abbreviations. Her conclusion was to treat SMS messaging like any other marketing effort: if people don’t resonate with your message, than you’ll get nothing from the effort.
5. More effective than social media. Elisia Guerena from Mobile Commons said Facebook or Twitter may appear to have many followers but really offer very little engagement or a desire to build a relationship. Instead, a text campaign can reach a lot of people fast, hold value, be welcomed, and the message can also be customized.
6. More effective than email. In Oracle’s Marketing Cloud blog, it said that texts have a 98 percent open rate, compared to 22 percent for email. Also impacted the bottom line: 43 percent of customers are likely to make a purchase when mobile offers are part of a larger multi-channel campaign.
7. Opt-ins. A study discussed at retailwire.com said customers really don’t mind giving consent to know about deals, sales or promotions, especially when they come via a text.
8. Smaller audiences. Graham Winfrey from Inc., shared an infographic that offered suggestions on using SMS as a way to connect better with customers. This could be everything from offering special deals and making things seem exclusive. This can work well -- instead of trying to reach everyone, marketers can contact smaller groups of those who have already expressed an interest and cultivate this group.
9. Look for combos. A smart marketing plan, according to John Brogan at DirectMarketingNews.com, is more than just one contact method, such as an email or a text. His suggested strategy is to combine both methods – this will improve the odds significantly that at least one will be opened.
10. Low-tech needs. Connecting digital marketing with texts is a perfect combo. But some retailers are looking into something called “text to shop” where recipients are reminded by SMS messaging of the great things awaiting them if they visit in person. It can come across as a personal invitation to come in to check out something special beyond what they can offer via ecommerce.
11. Create a schedule. Just like a standard marketing approach requires you to keep track of all your ads and messages, Convert with Content suggests not just including texts to potential customers but trying to organize a schedule of publishing and messages.
12. Remind customers about value. Users may not treasure a text from a business, but might appreciate a link to something special. Perhaps a birthday greeting and notice of a larger discount, texted only to customers in your database with a birthday that month.  MarketingProfs suggests creating a balance of texts and posts related to data collection with general greetings/conversations.

These sites and studies are really the tip of the iceberg of methods to blend a text campaign into a marketing campaign. There’s plenty of room for creativity and experimentation. For information on other tools or ways to get started visit trumpia.com.

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