The term “SMS Marketing” refers to a particular declination of mobile marketing that refers exclusively to the use of SMS with message type to be conveyed to its target audience.
Although, mistakenly considered rather obsolete, SMS Marketing is actually one of the most effective forms of mobile marketing, as it is able to reach the user even when there is no connection.
It shows itself to be particularly useful for ringing the user even with a view to drive-to-store strategies.
Increasingly placed within an omnichannel strategy, it enables:
- reengage the user with high levels of engagement;
- use an easily traceable channel;
- easily personalise content.
All this is possible through the use of technological solutions such as Customer Data Platforms, which, by integrating with the platforms used to manage mailings, enable audience profiling and segmentation and a high degree of message personalisation based on the cluster to which the contact belongs.
As anticipated, SMS Marketing is perfectly integrable within a drive-to-store strategy, just as it can be successful for recall and reminder activities and during particular promotions such as sales.
To set up a successful activity, it is important to remember to:
- segmenting their audience as best they can;
- use high-performance technology solutions that enable easy management of mailings;
- create effective and persuasive content, despite the small number of characters.
