For any small business owner, change is the one thing of which we can all be certain. Customers change, as do technology, competition, and the market. Market Research can provide the business intelligence and actionable insights any existing business needs to be able to make tweaks whenever these external forces impact your small business internal processes and strategies to prevent it from being left behind.
In recent years, external forces such as smartphones have transformed consumer behavior. Mobile websites, mobile search, social networking, video marketing, and digital marketing have become prolific. Mobile optimized websites are at the core of today’s fast paced world when marketing to customers and having a mobile-optimized website puts your business ahead of your competition that doesn’t have one. Customers and potential customers are spending much more time accessing the internet on their smartphones than on their desktop and laptop computers. However, customers are more demanding on how they want to receive marketing offers.
According to a recent eMarketer article, personalization preferences are the requirements that customers want from email subscriptions in order to keep their retention, based on recent research. See more at: http://www.emarketer.com/Article/Want-Avoid-Trash-Can-Tailored-Emails-Must/1012884#sthash.oJjm4hn4.dpuf
Therefore, customers want to be made to feel that they are not just on a run-of-the-mill email mailing list, because they want personalizedcampaigns, immediate access to digital coupons sent to their phones that can be immediately redeemed when they are out and about, and other types of exclusive information based on their loyalty and personal preferences. This is where SMS campaigns differ from email campaigns because SMS messages can be easily customized and targeted according to location, personal preferences, frequency of distribution and other wanted requirements of customers.
SMS campaigns are an ideal way to immediately promote your offers to customers and potential customers while they are nowhere near their desktop computers at home, and it is far too inconvenient and dangerous to walk around with an opened laptop, but very convenient for them to be out and about with their smart devices. SMS messages can be delivered instantaneously, drawing in customers’ to take action far more instantly than an email message would interest them to open immediately. Customers are far more likely to open an SMS message within minutes and possibly benefit from location-based campaigns. Based on a very informative location-based marketing article in the Huffington post, a Cisco survey suggested that more than half of customers say they would use coupons if sent to them as they were near the location offering the coupons. See more at: http://www.huffingtonpost.com/larry-alton/10-ways-locationbased-mar_b_6423832.html
While it is clear that SMS campaigns are much more flexible, timely, and customer-friendly, your strategy, goals, and objectives should determine if email marketing or SMS campaigns are right for your business, or maybe both.
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