In a social media world, where every brand wants to be your friend or trusted advisor, very few brands are communicating with potential customers like a friend would; through text messages.
TTAG Systems is putting that capability into the hands of advertisers with the launch of its SMS Marketing Automation Platform thanks to a recent democratization in text messaging regulations.
“Years ago, small and medium companies didn’t even have access to text message marketing because it was a long and complex process,” says Armen Matosyan, Chief Product Developer and Strategist at TTAG Systems.
“You want to do a survey? You don’t do it with your customers somewhere else. You do it directly.”
Now, smaller telecom operators like TTAG Systems can offer text messaging campaigns of the same quality and cheaper rates.
Adding Measurability To Offline Campaigns
Text message marketing can be used as a stand-alone engagement tool and as a way of measuring the effectiveness of other marketing avenues.
“Advertising on multiple channels, it’s very difficult to estimate where your customers are coming from and how effective your advertising campaign was,” Matosyan says.
TTAG Systems uses its SMS platform to promote its long distance services with great success. Its bus ads encourage commuters to text ‘Call Mom’ to receive credit for a free long distance call.
There’s no ambiguity about the impact of the campaign. TTAG Systems knows exactly how many people took action as a result of the ads.
“Through the online platform, you can immediately see the results,” Matosyan says.
SMS Interactive Conversation
More than a opt-in/opt-out broadcast system, SMS can be an interactive immediate conversation with the customer right when they want to communicate with you.
Surveys sent by email a day or two after an event might get a 20% open rate and a 5% response rate. Timely text messages get 80% open rate. Imagine asking a person for feedback while they’re experiencing what you need feedback on.
“You want to do a survey? You don’t do it with your customers somewhere else. You do it directly,” Matosyan says.
Because the interaction is so simple, and based on a capability that all phones already have, SMS marketing can be easily integrated with websites, social media, NFC or voice call-based marketing systems.
Matosyan sees SMS marketing as a way of engaging customers who might be experiencing some down time. Customers standing in line at a bank or grocery store can turn into a rewarding experience with a coupon code for when they reach the front of the line. It keeps customers happy and creates another means of engagement.