Mass SMS are the advertising form of mobile marketing that has established itself as the only one. While much is still being experimented with QR codes and Bluetooth advertising forms, large and small companies send their messages daily. Mass SMS to all the world. The success of this very simple marketing measure is surprisingly good. The main reason for this lies in three points that give the mass SMS a significant advantage:
Timing
Unlike with posters, flyers, etc., with mass SMS you have the opportunity to influence the timing of information reception by the recipient. Thus, an advertising message at the end of the workday can have a completely different effect than the same information at eight o'clock in the morning. Nightclubs and clubs instinctively take advantage of this fact and send their messages to their customers at the end of the workday. Mass SMS Therefore, traditionally, it is on Friday or Saturday afternoon, because that is exactly the time when the target individuals start thinking about their evening plans.
Dialogue & interactivity
SMS is a quick means of communication. When you read a text message, you can immediately respond to it without having to dial a number or throw a card into the mailbox. This simple fact is one of the great advantages of SMS as a marketing medium. You can engage with the customer and receive their responses to your advertising immediately. Certainly, you can do this with other forms of advertising, but only SMS is so uncomplicated and yet part of everyday life that customers use it to respond as well.
As a advertiser, you can design your mass SMS messages in such a way that the customer is literally invited to reply, e.g. with a special discount: „With this SMS you get 20% off and an extra 10% discount for the first 1000 responses to this SMS“, or through a classic customer survey: „You bought from us yesterday, were you satisfied with us or do you have any questions?“.
However, you can also simply draw conclusions from the responses regarding the advertising text. For example, have you received an above-average number of complaints or unsubscribes from the SMS newsletter on a particular text?
160 characters
For years, it was said that the limitation of 160 characters was a major disadvantage of SMS. Then Concatenated SMS was introduced, which was linked SMS that could then have correspondingly more characters. After the initial experiences with Mass SMS Many advertisers have once again restricted their ads to texts under 160 characters, for good reason!
Similar to advertising posters, people’s willingness to receive information is limited. No one wants to read all those advertising texts all day long. The same applies to SMS messages, but with the difference that an SMS is actually always read or at least quickly glanced over. Always? No, not always; at some point the recipient of the SMS no longer has the desire to continue reading and deletes the SMS before they get to the end of the text. Therefore, an important rule is to keep it short; then the SMS is also completely read and with hardly any advertising medium would 160 characters be read. In other words, you are already providing the opportunity to include a wealth of information in the mass SMS!