Cell phones... everyone has one these days. Your family, friends, co-workers... even grandma doesn't leave home without it. These mobile communication devices have become a way of life in the 21st century.
With the many features available on cell phones, text messaging has become a very popular form of communication. It is estimated that about 12 billion texts are sent out across the United States each month and approximately 42 percent of texters would be open to text marketing if it were relevant to them. Companies are beginning to realize this trend has some advertising potential – if used wisely.
No one wants to think that they could possibly be bombarded with "junk" texts all day long. That is why companies have to require customers to opt in. The customer chooses to receive messages from an organization. Should they find these messages to be not useful, they can opt out at any time.
The use of text advertising could be used for a variety of businesses and customers. Malls can use it for special promotions, local bars and restaurants can use it to attract more customers on slow nights and stores can promote sales or special savings for those who receive the text.
Let's take, for example, your favorite local restaurant. They may put table tents out promoting the text messaging program and give you a number to text to opt in. By doing so, you will receive reminders of special events – first Tuesday of the month, kids eat free – and also random special offers. By opting in, you will receive a confirmation text and you will need to reply to confirm that you wish to be added to the list.
On a slow night, the manager might decide to send out a message offering a free appetizer or dessert with the purchase of two meals. It is a very timely message and only those who have opted in to receive them will know about the special that night. This also benefits the restaurant that may see an increase in traffic they otherwise would not have that night.
One trap companies do not want to fall into is sending out too many texts. Texts must be timely and offer the customer something of perceived value. Otherwise, they may start viewing your messages as junk and opt out as a result.
Texting is an excellent opportunity for companies to get timely messages out to their audience. Since many people have their phones on them at all times, the message hits them almost instantly.