What makes your customers more likely to share their mobile data?
In a world where the customer always comes first, the focus for businesses and brands to build trust with their marketing practices has never been more crucial than now.
Ninety-one percent of UK consumers say that they are already concerned about how companies are using their data (Gigya).
…And this statistic is not surprising.
According to data released in June 2015, the percentage of consumers who receive between 4 and 5 irrelevant marketing messages each day stands at 20 percent, but why is this important?
Untargeted and irrelevant marketing communications can lead to:
- Customers unsubscribing – 60 percent
- Disregarding future messages – 45 percent
- Less visits to a company’s website – 24 percent
- Rejection of the brand entirely – 15 percent (Net Imperative)
The lack of trust that these consequences can bring to a brand or business can be damaging and with the amount of money companies spend on marketing each year, is not very cost-effective at all.
These figures can be applied to any method of marketing, whether email, direct mail, television, events or mobile, and signal that it’s time to begin proving that your brand can be trusted.
SMS marketing’s open and response rates far outweigh results got from any other marketing medium as 90% of text messages read within the first 3 minutes of being received. However, a customer’s willingness to part with their mobile phone number can often be the first hurdle in the quest for mobile marketing success.
Did you know that only 45 percent of consumers who ‘opt-in’ to receive a text from their favourite brands, find them useful? (Marketing Tech) Perhaps it’s worth asking if the messages you plan to send by SMS are of any benefit first.
It all begins with understanding the needs of your typical consumer, or audience that you want to target.
Remember, that the smartphone has made everything more personal. Sending an SMS to your customer’s phone is likely to be more successful, but only if it offers something they want, need or solves a problem they are having.
Why else would your customer give you their mobile number?
Fifty percent of UK consumers are concerned about how companies use their mobile data (Gigya).
Think of who you share your mobile number with, only your most trusted acquaintances, friends, relatives or experts such as doctors or dentists. These all bring value to your lives and are people you trust. How can you do the same for your customers with your mobile marketing?
Good targeting, relevant messages and delivering visible benefits consistently within your marketing communications is a great example of a brand handling first party data and using it to drive more personalised experiences and rewards.
Mobile accounts for 56 percent of all time spent on the internet (ComScore) as 75 percent of the World’s population own a mobile phone (World Bank). This proves that mobile consumption is only on the rise. Mobile consumers therefore are becoming more and more aware of the value that their data has.
What are you offering in return?
Analyse the key demographics of your data and group customers by these. As brand trust moves more toward mobile experiences, spending time targeting your campaigns now means less work or problems in the future.
With SMS marketing, there are plenty of opportunities to grow your brand’s audience but it is important that your consumers are able to see this growth transparently.
The right text marketing tools at the right price are always a good start, paired with the right data and the right message.
Help your consumers to trust you with SMS marketing.
Original Source: Text Marketer Ltd