Every industry has a target market, and your SMS strategy deserves a little specification. Before achieving success, you need to identify your regular user base, your typical customers and a tailored approach. Every business is different, and every strategy takes time to create, implement and solidify.
While bulk SMS senders are incredibly useful for engaging massive audiences, they still need a little direction. Blasting a large user-base without direction garners less results than judging your audience beforehand, and bulk SMS campaigns can slowly diminish a marketing strategy if not handled well. Below, we discuss the importance of targeting in your bulk SMS sender, and what you can do to ensure it.
Your Competition
Mobile users are a happy bunch, but they hate text blasts from every direction. Likely, they’ve engaged other brands, too. Many brands offer customer-specific deals, discounts and amenities, and they’re targeting customers in demand. If your SMS strategy is aligned with a consumer base, it’ll stand out.
Your Metrics
A specified user bracket is a resourceful one. Your bulk SMS campaign offers quite a bit of analytical data, but it’ll fail to create opportunity if your measured data is ambiguous. Targeting market segments produces real-world, useful data. Measuring success is important, and identifying key strategies—even more so.
Interest
An engaged target market stays interested. Unfortunately, the mobile boom’s biggest benefit is also a marketer’s biggest hurdle. Smartphone carriers like personal approaches. They enjoy self-specific offers.
- 30 percent of consumers interact with brands via text.
- Mobile coupons are 10 times as likely to be redeemed as traditional coupons.
- Text messaging is the world’s largest mobile marketing channel by revenue.
If you can specify benefits on a demographics basis, you’ll extend a new world of opportunity to your consumer. Mobile users are shying away from generic bulk messages—and for good reason. Because the mobile industry is becoming more personal, anything impersonal is considered spam. The bar has raised, and targeting is a must-have for any mobile marketing platform.
Trends
A targeted market reveals trends. While major shifts can be identified through Bulk SMS campaigns, a highly specific outreach program yields niche market movements. By identifying consumer bracket trends, you can influence future sales. A company capable of taking branded steps towards a trend can greatly enhance its advertising, strategic and marketing prowess.
Cross-Market Viability
Mobile users access email, engage social media, browse online forums and search for information constantly. A bulk SMS strategy simply can’t cope with their cross-channel maneuverability. Segmented SMS approaches, while small, can pinpoint channel access points by denomination. If your brand is capable of identifying these access points, it’ll thrive.
Benefits
It is an SMS platform after all. QR codes, location-based benefits and in-store discounts are loved by a variety of consumers, but benefits may not translate to every audience. Narrowing your scope increases the perceived impact of benefits. If your consumer engages behavior-specific amenities, they’ll thank you.
Activity
While 70 percent of consumers feel SMS strategies are good for business communication, a large portion still sways in activity. If you’re not dividing your audience, you’re likely losing feedback to inactive texters. Other texters, while active, may require a specific text frequency. To maximize your SMS efforts, you need to identify, engage and reciprocate with mobile users on their terms.
Dove Soft- Bulk SMS 