Text Message Advertising Explained

Posted by: Darryl Gee Posted on: June 13, 2007

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The next big trend in marketing is mobile marketing - that is marketing to consumers via wireless phones. The most cost effective way for a business to implement a mobile marketing strategy is sending text message advertisements. According to the CTIA Wireless Association, 223 million U.S. wireless subscribers, send roughly 18.7 billion text messages every month (Source http://www.ctia.org). The vast majority of these messages are non-commercial, but this will soon change.

Text messages, also known as SMS messages, are considered highly personal in nature. As such advertisements sent via text message have great impact with consumers. When recipients opt-in to your campaign, they will be expecting your messages and excited to receive your alerts and special offers.

To initiate a text message advertising campaign you will need to build a messaging gateway (expensive) or set up an account with a company that specializes in message delivery (very cost effective). It's best to work with a company that specializes in text message advertising, as the implementation will be very easy. The cost will usually be by the message and range from .001 cents to as high as .15 cents per message. Blitz Mobile features unlimited messages on all plans.

Costs will be significantly higher if you want a custom number or short code (5 to 6 digit number). In most every instance a virtual (a.k.a. shared) number will work perfectly fine. Long codes (typical 10 digit U.S. numbers) are better since most consumers are already familiar with them. The final criteria you will want is a provider that can send to any U.S. carrier. This is key since number portability makes carrier data by customer unreliable.

Once you set up your account your goal should be to quickly build your opt-in list. Do this by creating an appealing offer to your existing customers. You can run a sweepstakes, offer instant savings or offer savings on a future purchase. Always put an expiration date in your offer as to create a sense of urgency. State your business name and location so consumers know whom to patronize.

Use your text messaging campaign to leverage other marketing efforts. Place your keyword call to action in your flyers, print ads and radio promotions. To launch your campaign simply direct your customers to text your keyword to the supplied number. For example "Text EAT99 to to save 1.00 off your next purchase". In this example the keyword is EAT99. Try to make your keyword as short as possible to make it easier for your customers to key in. Since wireless carriers typically only allow text message lengths of 140 to 160 characters, keep your text message advertisements to 140 characters or less.

Finally there are legal considerations. You must provide a clear and easy way for consumers to opt out of your campaign. For example "Text STOP EAT99 to to stop receiving messages." You will also need to inform your message recipients that they may receive a per message charge from their wireless carrier.

About the Author

Darryl Gee is the President of Blitz Mobile. The goal of Blitz Mobile is to offer a low cost text message advertising solution. Mr. Gee is a frequent speaker on the subjects of mobile marketing and text message advertising. Visit http://www.mytextad.com for details. Contact:

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