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Marketers too often want to make a splash with a sexy, consumer-friendly mobile application. What they don’t know, and what Hipcricket Chief Marketing Officer Jeff Hasen is happy to tell them, is that sometimes a low-tech SMS campaign is the best way to target customers with a time-sensitive deal or special offer.
Hipcricket, which recently celebrated its 100,000th campaign, has been in the mobile-marketing space since 2004, making it an old-time player in the industry. Hasen noted that the industry has advanced a long way.
His shop recently won a piece of business, in part, on the strength of a traditional agency storyboard. However, despite the increasing sophistication of smartphones and mobile users, the humble text message is still a powerhouse when it comes to getting consumers’ attention.
Hasen said 97% of mobile subscribers will read a text message within four minutes of receipt. Moreover, consumers who agree to share their precious mobile digits with marketers do so under an assumption of trust, and marketers who honor that trust by sending only updates and offers under an opt-in agreement win plaudits and attention. Two examples:
- A campaign for Arby’s tied the introduction of the Roastburger sandwich with a “live read” on “Jimmy Kimmel Live!” on ABC. Viewers were invited to text to a short code and receive a coupon for a free sandwich with the purchase of a beverage. It opened the door to collecting consumer information, including mobile number and ZIP code. This allowed Arby’s to continue providing permission-based offers to opt-in consumers.
- Alaska Airlines reaches fliers via in-flight napkins offering SMS-based marketing communications. Customers who opt in to get texts can see right away when Alaska is lowering prices to beat fares of rival carriers.
“We started our business primarily with SMS,” Hasen said, and the company sees it as a huge component going forward. He said it’s part of a “pyramid strategy,” with SMS for reach and a richer media experience, such as a mobile app, a quick-response code or mobile Web, providing a landing pad.
While potential clients are always looking for an app or a QR campaign to attract media attention, Hasen pointed out that an article in The Wall Street Journal might look good to colleagues, but not every mobile user has a smartphone and not every smartphone user has a QR code reader. While a good mobile campaign can generate media attention and brand building, that is an element of mobile and not a driver.
As Hasen said, “No one is looking to create something squishy and hard to measure.”
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It really does annoy me when mobile service providers sell your information to random companies and such – I always wonder how a company about a certain thing will get my number. I know of a kid whom had received a text message about insurance – what does a fifteen year old kid have to do with that?
But, I prefer the QR code. There is that interactive feel about it that won't make me fel too cheated out what ever is being advertised to me.
My recent post Hi- Mind if I ‘Bump’ a Smoke
As an event marketing consultant with experience in the high-tech industry and a journalist of 19 years, I may be considered "old school." At age 41, I am hardly old. A business owner and global traveler, I prefer the traditional marketing messaging to the gadgets and trends of technology. Yes, I use them in my job every day — I have to. But, if you want to get a Gen X consumer, entrepreneur and general human being, call me on the phone (or at least show me you know how to make a call). Better yet, meet with me in person and sell me what you have. If I can look into your eyes and see trust, then I will do business with you. Giving you my phone number to text me a deal doesn't do anything to build a business relationship. Cheers to Jeff Hasen. Thanks to you, Adam, for writing the article. Well done.
i thought Hafen's quote about how 97% of mobile users will read a text message within 4 minutes of receiving it was very telling. No matter how great apps are, people have to open them. SMS' just arrive on your phone. Great article.
With over 280 million cell phones in use in the US and only 73.3 smartphones in use. SMS is still the dominator. QR Codes will become a game changer as more smartphones take the place of cell phones – (dombphones) will fade away like VHS has and someday something else will take the place of smartphones. Until then, we play with what we have and if SMS is still working, then improvements & laws will make it even better. Phone spamming is not legal, ask Sprint! They got handed a nice plate full of fines a few years back for doing it. Today SMS is a volunteer customer op-in, with QRC's it's scan-at-you're-own-risk! But even at that, QR Codes should be watched as well or regulated in some way just for virus safety reasons. That would be a really good app to develop. A Per-QRC Virus Scanner App? Hummm
Great post Adam. You can't argue with 97% open rates in 4 minutes. While apps are looked at being the "in" thing, I believe that you can't beat sms for ROI.
As for QR codes, you can utilise them on in store posters so when they are scanned you get a pre written sms on your phone with the details needed to opt in to the sms campaign. Just goes to show you can use the two mediums together to create an interactive and targeted sms campaign.
My recent post SMS gateway demonstration – reporting functions