how sms marketing drives the highest ROI of all digital marketing channels

Key highlights:

• SMS gains more traction from customers than other digital marketing mediums
• Lack of personal messaging and more of business messaging a reason for higher conversion
• More chance of targeting and finding out who opened the SMS

Do you wonder why you are being bombarded by text messages (SMS) by restaurants, shops, retailers, et al, every day?

One word. ROI.

SMS still gives advertisers more return on investment (ROI) or traction than even other digital marketing platforms.

“If earlier person to person communication was happening using SMS, now that has moved out to WhatsApp and other platforms like Facebook Messenger. So whatever communication you get within your SMS is business communication. So suddenly the pull for SMS for its ability to create conversion has increased significantly. So the SMS has regained its flavor with brands because of P2P communication being absent from that channel,”

Another reason for the rising popularity of SMS for advertising is that now more people have smartphones and within SMS you can send a link, he adds. “Now instead of doing 160 characters communication you can a range of media communication which takes you to the portal when you click the link and can drive you to richer communication,”

Social media platform Twitter's India Industry Head, Anupam Dixit said that any marketer who is ditching SMS and email as a tool for marketing is not really sure about what they are doing.

“While digital is still trying to get of the board. It means it is still 10% of total retail, 20% of the population with data enabled smartphones. It is more about access right now then about than what you can do really".

"Old channels have not gone away. Email gets on an average double digit open rates, which is still massive compared to 1.6 and 1.7 open rates. Definitely anyone who is ditching email or SMS is not really sure about what they are doing,” said Dixit.

Where as email as a tool for marketing is gaining more traction in terms of ROI. “A lot of our customers are engaging with our email because it provides richer communication and a lot of personalisation is possible".

Source