business messaging blog
Connecting with Consumers through SMS
Scott Navratil

Mobile technology continues to amaze us as it makes advances that we never saw coming.  Even ten years ago we could not have dreamed of the amazing technology that is smartphones, tablets, and interactive applications.  Advancing mobile technology is a dream come true for companies because mobile marketing is the easiest and most successful way to reach consumers today.  Before the convenience of smartphones and tablets, it used to be difficult to connect with consumers on such a personal level.  Even those consumers with email addresses hesitated to give them to companies in order to receive special promotions. Now that the majority of consumers do not function without their smartphones and or tablets at hand, consumers are not only willing, but excited to give out their phone numbers and email addresses to receive the best deals to their favorite places.  Companies are crazy not to take part in mobile marketing because consumers are constant looking for convenience, and mobile marketing is the most convenient form of advertising for both consumers and companies.

Wet Seal’s successful SMS campaign

While consumers love the idea of interactive marketing applications or being able to access the websites of their favorite stores from their mobile devices, perhaps the easiest way to connect with consumers through their mobile devices is by SMS or text messages.  Research has shown that 90% of all text messages received by consumers are opened and read.  Those are great odds for companies looking to reach consumers in an easy and effective way! Companies are taking SMS advertisements to the next level, though.  A black and white message indicating 10% off their next purchase used to be enough to drive consumer business, however, with advancing technology, consumers expect more.  According to Mobile Marketer, Wet Seal, a clothing company, has upped the ante with a new SMS advertisement that sends consumers rich media, images, videos, and social media links.  With the majority of their consumers being teenagers, Wet Seal has hit the mark when it comes to connecting with their consumers.  Not only have they reached their consumers through a personal way, they have also targeted the advertisement to their consumer type which proves to only increase business.  If companies want to see success from mobile marketing, it is vital that they target their consumers.  That black and white SMS ad is no longer as effective as it used to be, and now that the technology is available to companies, they should take advantage of all of their options.  Wet Seal has seen business grow thanks to their new SMS ad, and companies of all types can see the same success if they keep their mobile presence updated and exciting for their consumers.


Chantel Fullilove

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