SMS Marketing using SMS Software - Pros and Cons
Skip contentSMS Marketing using SMS Software: The increasing mobile phone penetration globally has instantly resulted in SMS becoming an effective alternative to traditional modes of business communication. With over 1.2 billion mobile phones, and increasing penetration among semi-urban and rural areas, mobile text messaging (SMS) just cannot be ignored by marketing leaders.
SMS Software is an effective tool to send short, instant and personalised text messages (SMS) to the target audience. Brand managers like to be in contact with their existing customers, and they will appreciate the advantages of using SMS Software to inform customers about new products, features and other value-added offerings.
The main concerns for marketing leaders, related to SMS marketing, are: security of their database; getting a flexible platform to run SMS campaigns at a schedule convenient to them; and implementing the campaign effectively, irrespective of the numbers of messages to be sent.
The critical questions related to SMS marketing, from the perspective of marketing leaders, are as follows:
- Whether the platform provided by service providers is secure?
- Is the delivery being carried out using reliable channels?
- Are the message delivery service levels measurable and is the client data confidential?
- Is there enough transparency, e.g. online delivery and real time reports?
SMS Marketing using client application software:
A flexible and high throughput service using client software is the solution to marketing men’s woes. Companies such as ValueFirst Messaging Private Limited ( www.vfirst.com ) provide a highly effective SMS Service solution to marketing companies and advertising agencies, thus enabling them to carry out in-house SMS marketing campaigns. In fact, such companies provide an end-to-end service using its software products, for complete marketing activities which can be done on SMS.
The user is able to devise his own campaign, and to carry it out without any involvement of the service provider. The client software application products are installed at client premises, and campaigns are carried out with clients getting on-line MIS Delivery reports, which are supplied by the service provider to help the user in cleaning-up his data-base. It is easier to perform small campaigns or run contests, and advertising agencies can use the platform to launch simultaneous campaigns for multiple-customers.
SMS limitations: While SMS users enjoy several benefits like sending an instant, personal message, which is always read, there are limitations associated with SMS. It is nothing more than 160 characters of text, devoid of sound, pictures and the special effects of traditional print media. In spite of the limitations, SMS has its own specific uses which help marketers give specific information to their customers. Incoming SMS on 4-digit or 5-digit short codes, in conjunction with conventional media, has become the most effective tool for generating leads and carrying out contests for promoting brands.
About the Author:
This article has been contributed by (Mr.) Vijay Shukla, Country Head, ValueFirst Messaging India ( http://www.vfirst.com ). Vijay has over 10 years of industry experience of management consulting and mobile data services. He can be contacted at vijayshukla@yahoo.com
