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Why people might hesitate to share their mobile number

The WordPress marketing blog recently reported that 92 percent of Millennial consumers are more likely to buy products from “ethical companies.“ What exactly is an ethical company? An ethical company is one that makes decisions based on business principles, or whether it will result in a profit, as well as moral principles — whether it’s the right thing to do. For some companies, this can mean buying inputs that are produced in a sustainable way, or giving a percentage of their revenues...
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Text message marketing versus social media: which is more ethical?

Social media platforms are under scrutiny and receiving more criticism for allowing users’ data to be mined and used for purposes they didn’t agree to. Marketers need to look at their practices to make sure that they’re not crossing the same ethical lines. Ask for phone numbers or addresses Ask your audience’s permission to send them text messages. Just because you have contacts’ cell phone numbers, doesn’t mean you should automatically add them to your text messaging lists. Get...
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What is audience segmentation and why should you care?

Marketing requires a careful balance between broad reach and narrow targeting. For your marketing communications campaign to succeed, you have to deliver the right message to the right audience. You need to motivate your market to take the action you want: buy your product, come to your shop, show up for your event. Getting people to take action requires that you know as much as you can about what motivates them. Why should they care about your product, service, business or event? In short,...
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Today’s texting etiquette

Language changes constantly. Words change meaning — sometimes, a word can come to mean the opposite of what it once did. Did you know that “resentment” once meant the same thing as “gratitude”? Now, it means the opposite. And consider “snowflake”: at one time, if you called someone a snowflake, you meant they were unique. Now, it describes someone who’s over-sensitive, whose feelings are as delicate as a snowflake on a sunny day. The same thing happens in text messaging. The...

Sales funnels and text message marketing

Have you heard of the “marketing funnel”? It’s a powerful new concept in developing a marketing strategy that you can use to increase sales to your target market. The marketing funnel concept represents the journey a potential customer takes in making the decision to purchase a product or service. For example, 1,000 people may visit your company’s website. A fraction of them will click on a link to find out more. A fraction of that group will then evaluate the product, and a smaller...
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Why businesses need to make text messaging an integral part of the marketing mix

Each day around the world, people send — and receive — 22 million text messages. Did you know that 60 percent of Google searches are done with a mobile device such as a tablet or smart phone? People are using their mobile devices more than ever before. And that means businesses can use text messaging to reach target markets and build relationships. Even in the workplace, people are starting to use text messaging to communicate instantly, conveniently and efficiently. It makes sense, then,...
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Words that work in text messages

You know the importance of the call to action in text messages. When text messaging, you need to spur recipients to action. And since you only have 160 characters, every word has to count. What words should you use? Let’s explore the words that are more likely to make your audience want to respond. Keywords are words that your audience is interested in, and search for on Google and other search engines. But in text messaging, they have an additional meaning: they’re associated with...
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Timing is everything in texting

Text messaging is a powerful communications medium. Because it reaches people with the communications tool they always have in their hand or pocket — their smart phone — 98 percent of all text messages get read, and most of them immediately. To get the biggest bang for your texting buck, you need to consider both the message and its timing. No one wants to be woken up in the middle of the night by their phone’s chime, so overnight messages will backfire. When scheduling your text...

Use keywords to connect with your audience

A powerful tool for building up the relationship between an organization and its audience is the combination of keywords and shortcodes in text messages. You can use keywords and associated shortcodes to make it easier for key market segments to communicate with you and respond to marketing campaigns. What are keywords and shortcodes? A keyword is a unique word or phrase that your market can use to interact with you through a shortcode. For example, a coffee shop could prompt potential...

Call for action in text messaging campaigns

As a communications tool, we all know the power of SMS text messaging. It’s instant, it has a greater reach than any other communications medium, and people respond to it — 98 percent of text messages are opened and read immediately. To get the most out of this powerful marketing tool, organizations have to ensure that their text messaging campaigns include a clear call to action (CTA). While people read almost all their text messages that arrive on their mobile devices, they don’t always...
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