Why Opting for Shortcode Marketing Pays OffJanuary 31, 2013 By Gerhard Jacobs
Consumers have become more aware of privacy and security issues. Since not all are willing to reveal their mobile number, businesses have to find ways to get phone numbers for direct communication, but also for location data mixed with social segmentation, which in itself is an art to acquire and manage. According to a survey by mobiThinking, 81 percent of people in the U.S. have a mobile phone subscription. How do marketers tap into this?
Shortcode marketing, a simple, short sequence of numbers used to send and respond to mobile messages from businesses, offers a consumer-controlled, truly interactive B-to-C exchange. Shortcode marketing offers businesses a cost-effective way of engaging consumers as well as an active user base that reflects real-time interaction between the business and the consumer.
Making use of shortcode entices consumers to share brand promotions or new services to their own contacts, in essence giving marketers a free viral-like campaign response in a simple and effective package. The fact that you're making use of only a few numbers makes for an easy to remember set that people can pass along to others.
More and more businesses are looking to attract active, engaging consumers with measurable response rates and observable buying patterns. Shortcodes allow for an instant call to action by getting people to start interacting with your brand, which at the end of the day translates into greater traction with your chosen demographic.
Perhaps one of the greatest benefits of using shortcode in mobile marketing comes from its compatibility with all network carriers, helping you build a solid base of trusted users who can interact with your exclusive offers on any device connected to a mobile network. This puts your message in the pocket of almost everyone with a mobile phone, whether high-end or budget consumers, giving you the ability to capture response data and segment marketing activities even further to relate to specific groups.
A report by Juniper Research predicts that by 2016 application-to-person messaging, like advertising, marketing, business administration and ticketing messages, will surpass person-to-person messaging, with an estimated value of $70 billion annually. Communication between those who offer and those who desire is becoming more and more diverse. As consumers start looking to high-speed, less intrusive marketing campaigns for inspiration, mobile technology offers marketers the means to capitalize on this trend.
The diversification and simultaneous simplification of digital marketing is paving the way for truly engaging relationships between businesses and consumers.