Smartphones are fast becoming the digital gateway for consumers, replacing desktops and laptops as the preferred way for people to get online. Consequently, there’s a lot of hype around smartphone apps as a mobile marketing tool for retailers. But the growing preference for smartphones doesn’t mean apps are the best choice for mobile marketing. In fact, the evidence shows that text messaging is a far more effective choice.
A retail marketing strategy built around apps is dependent on users downloading and using the app. But a recent study found that 65% of smartphone users don’t download a single app during a given month. And while it’s true that people spend a lot of time interacting with their installed apps, it turns out that most of that time is spent focused on the user’s favourite app – It was found that users spend 42% of their total app time focused on their most-used app, e.g., Twitter, Facebook, Pinterest, etc.
Text-based marketing campaigns are a much better alternative. According to researchers up to 90% of adults have cell phones while only 58% have app-enabled smartphones. That means a text marketing campaign has more chance of success. Plus, apps have to be customized for various platforms – iOS, Android, etc., which adds considerable cost and development time to an app marketing campaign.
Text messaging is universal, and the messages have a 98% open rate, which means that mobile marketers who use a text-based marketing campaign can get their message in front of more people. One of the key advantages of a text campaign is that the marketer doesn’t have to ask the customer to change their habits: People already interact via text messages, sending and receiving an average of around 40 a day, according to Research. With the right text marketing solution customers can receive text messages offering discounts, special promotions, information on upcoming events and much more. It’s fast, easy and intuitive for the customers, and it’s simple to operate from the marketer’s perspective too, not only driving new business but also generating valuable analytics that you can use to optimize campaigns.
The advantages of a text-based mobile marketing campaign are clear: greater reach, lower costs, superior message open rates and easier understanding for both marketers and users. For these reasons, text marketing beats app-based marketing, hands down.