In order to effectively communicate with their clients, organizations in general need to meet them wherever they are. They can do so by using any communication method that the clients prefer. This is as certain today as it was 20 or 30 years ago. Apparently, communication channels like email, SMS, VoIP, internet or landline telephone calls weren’t relevant back in those days. Today, however, organizations have to use these channels as carefully as they can, in order to reach the highest efficiency of in-person communications.
However, for a communication channel to have a decent effect, the business must not only communicate with the client by their preferred channel, but also at the preferred time. In other words, an effective communication has to convey the correct message by the correct channel at the most convenient time.
The Right Text Messaging Strategy
Despite the fact that SMS celebrated its 25th anniversary in 2017, it undoubtedly still remains one of the most effective communication means with its high open and response rates. These rates are high even when compared to email, which is a relatively newer messaging channel.
Despite the fact that clients are more responsive to text messages and that this type of communication seems to be the most effective one, it has one major drawback. It is considerably pricey, especially for developing countries.
Regardless of its high pricing and occasional deviations here and there, mobile communication means continue expanding. Customers spend a lot of time speaking with colleagues and other organizations through SMS.
Organizations can address the issues of their clients quick by utilizing something like “snap to content.” This means that they can send any sort of text messages in a split second from their side. This is a crucial thing for organizations that need to boost their brand awareness and create a long-lasting association with their clients. Moreover, it helps to change the flexible watchers into leads by fast and effective responses, also enabling businesses to collect important data later on.
The Contextual Connection
Text messaging is an accessible tool for every client with a cell phone and it can be used for dozens of purposes. This allows organizations to contact them anywhere and anytime. However, the slight issue here is that this communication channel does not identify where clients are. This can be a barrier for organizations that target a specific location of clients. But if the client downloads and uses a well-developed application, the organization can find them with the IP address or GPS, which contains information about the customers’ location.
Location-based SMS marketing can give businesses an opportunity to meet the customer needs by sending messages that depend on the geographical area that they are in. For example, a music playing application can generate information about the customer’s favorite artist, and send promotional information when the artist is coming over to their region. It can also suggest to buy a ticket for a concert through app or text message advertising. This enables the business to communicate with clients directly, develop customer loyalty and mutually beneficial relationships.
Moderating Mobile Coverage Concerns
When organizations use an OTT communications application as their main way of reaching out to their customers, they are assuming that cell phone coverage will be everywhere between the outside cell towers and indoor hotspots. This is somewhat of a valid assumption to make for the time being, when most shopping or eating places offer free Wi-Fi connection and most areas have 4G LTE coverage. However, for some countries, especially developing ones, there are some rural and provincial urban areas with low antenna coverages. The organizations doing a text message marketing need to address this issue there.
For example, when a business chooses WhatsApp as their main message marketing application, they can have SMS as their backup plan. This will make sure that if WhatsApp experiences a downtime, SMS will come to help, since it just requires a discontinuous network to convey a content up to 160 characters. This makes sure that the marketing messages of the business reach out to the customers whenever they need to.
Similarly, organizations can handle SMS downtimes with WhatsApp, WeChat, Line and other OTT applications, which have an advanced API. These can make the developing information means more straightforward and communication with client more effective.