But the reality is that SMS are not old-fashioned for all users equally and they are still the best option for some situations. Text message advertising is an easy way for businesses to connect with customers regarding deals, promotions, upcoming events, and other offers and opportunities. It is also an underutilized platform of communication with lots of potential and excellent results. Check these statistics from Innovista Law’s April 2018 TCPA Survival Guide:
- 99% of text messages are opened
- 90% are read within 3 minutes
- 40% get a response within 15 minutes
If we compare those numbers with email’s 20% open rate —and much lower response rates—we can see why text message advertising is one of the marketing methods that businesses should utilize for connecting with their customers and being top of mind.
Text message advertising has a 160-character limit for regular SMS messages. However, rather than being a true limitation, this puts businesses in a position to be creative and communicate the best possible message in a small amount of space. Keep in mind that less advertising space means more powerful advertising message, and that is exactly the kind of message that gets people’s attention in this fast-paced world of ours.
Moreover, this theory of “the shorter the message, the more effective it is” is not only reflected in SMS. People are surrounded by short messages of all types on a daily basis and in any moment of the day. Additionally, many times we do not even notice them (in our way to work, while we are waiting for the bus, when we relax watching TV in the sofa, etc). Companies are also constantly using short messages to communicate with people. Sometimes they are messages which do not contain any new information, but they act as an identity sign of the company. Those messages are known as slogans.
Slogans are another type of short messages that businesses use to reach customers and are quite effective. In short, a slogan is a key phrase or set of words that communicates the essence of a brand, and one that is designed to stick in the minds of consumers. The limit of characters does not suppose any problem, in fact there is enough with only three words in order to be effective. Let’s prove it: If I say “I’m lovin’ it” your mind may immediately pick up that I am talking about McDonald’s.
In fact, many times advertisements do not need to use even a single word; it is enough with the logo or colours of the brand in order to transmit a message to people. Digital marketing experts estimate that most Americans are exposed to around 4,000 to 10,000 ads each day, which is a huge quantity of messages that our brains have to process and screen.
And, of course, such injection of advertising has an impact on the people who receive it, being able to influence and shape the consumers’ feelings or thoughts about a specific topic. For example, have you ever gotten up for a snack after watching a mouth-watering commercial? If so, you were at least partly affected by the persuasiveness of what you saw. Again, short messages demonstrate one more time their effectiveness.