Communication has evolved with time, and yet there are certain things that remain unchanged, and that is because of a reason. In the age of digital platforms proliferating year after year, there is one form of communication that is not ready to be put in the background: the lowly text message. In the world of marketing, text messaging remains at the top of performing channels. What is it so tenacious? Perhaps it is due to the fact that messages are received in the palms of the hands of people and, in most cases, within a few minutes. Or maybe it is due to the fact that they are short, concise, and extremely difficult to overlook. Regardless of the reason, text messaging has established a niche in the marketing field that other emerging avenues have not yet been able to take.
Messages That Are Read
Human beings are occupied. The inbox is full, and there is a muted notification. But text messages? They are still observed. The majority of the population looks at their phones at least every hour, and when a text is received, the screen illuminates, the tone rings, and the eyes automatically dart across. It seems more personal and less background noise to have a message show up in your messages folder, as opposed to a message showing up somewhere else.
People are more likely to read their texts immediately, unlike scrolling past advertisements or ignoring pop-ups, not out of necessity but because texting seems to be something important. Such urgency is not present in other types of marketing in most cases.
Fast, Light, and Actable
The most effective text messages are those that are concise. That is not a restriction; that is a benefit. Long-form content is not completely out of the picture, but the majority of individuals do not want to read through paragraphs to the very core of an offer. An urgent, short message that has just one call to action can generate an instant effect.
One does not have to persuade a person to download something, make an account, or go through a variety of steps. Text marketing is effective since it is already in a place where people would feel free to act. One-click on a link. An acknowledgment to answer. A checkout code. These are non-resistant moments that are comfortable, and in the modern world of high-speed life, comfort is a frequent victor.
It Works for Everyone, Not Just the Young Crowd
One might think that only the younger generations would like to receive texts from brands. However, in the real sense, texting has become a common practice. Being 25 or 65, when a person has a phone, most likely they text. And since texting is not restricted to a given application or social site, there is no need to segment audiences in the same manner as it is done with other applications. Text messaging does not require a person to have a correct version of an application or to be able to use a complex interface. It appears in the same manner to all, and such consistency creates trust. People of all ages like simplicity.
It is All About Timing
Timing is everything with marketing. Text messages provide a sort of immediacy that other forms do not. A message on a flash sale in the morning may lead to purchases before lunchtime. No-shows can be avoided by sending a reminder the night before a reservation. An end-of-day stock-up notice could cause a stampede. Due to this, brands are discovering that it is sometimes the most intelligent thing to say is the right thing at the right time, and by texting, this timing is much more within their control.
Short Code SMS Power
Some tools help the process of texting to be smoother, such as short code SMS to contact customers faster and efficiently. These abbreviated phone numbers are less cumbersome to memorize and are usually applied in mass messaging without compromising the urgency. It helps create consistency and brand recognition, mostly when it is coupled with communication and timing.
Conclusion
The market is flooded with what is new, what is next, and what is flashy. But amidst all the clatter, text messaging is stable. It is not the most innovative channel, but it is quietly powerful in the way it operates. It does not overdo it. It just appears at the appropriate place, at the appropriate time, with the appropriate tone.
