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Take a hard and clear look at the purchasing habits of your customers and use that information to develop your strategy. An opt-in email list allows customers to come to you and sign up to receive email correspondence. This allows you to connect with potential customers and current clients. Work with a public relations professional to get your business into articles and news stories on topics related to what you do.

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It will not only help establish you as a trusted expert, but it will introduce your business to an even broader base of people. You can also sign up for free services that connect you with writers looking for sources, such as Help a Reporter Out. This allows newspapers, blogs, or other media sources to see your information and write posts about your company without you needing to put in the effort to connect and claim a story.

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People love contests and giveaways. Anytime you can encourage promotion from your customers in exchange for a free product or service, you will usually see a surge in purchases or connections. More than that, your blog becomes somewhere you can offer advice, share bits of information, and really connect with your customers. A lasting relationship begins with trust, and your blog is a great way to build that.

47 Mobile Marketing Statistics To Transform Your Business

The Balance Small Business uses cookies to provide you with a great user experience. Mobile marketing is a multi-channel online marketing technique focused at reaching a specific audience on their smartphones , feature phones , tablets , or any other related devices through websites, E-mail, SMS and MMS, social media, or mobile applications. Marketing through cellphones' SMS Short Message Service became increasingly popular in the early s in Europe and some parts of Asia when businesses started to collect mobile phone numbers and send off wanted or unwanted content.

Over the past few years SMS marketing has become a legitimate advertising channel in some parts of the world. This is because unlike email over the public internet, the carriers who police their own networks have set guidelines and best practices for the mobile media industry including mobile advertising. While this has been fruitful in developed regions such as North America, Western Europe and some other countries, mobile SPAM messages SMS sent to mobile subscribers without a legitimate and explicit opt-in by the subscriber remain an issue in many other parts of the world, partly due to the carriers selling their member databases to third parties.


Mobile marketing approaches through SMS has expanded rapidly in Europe and Asia as a new channel to reach the consumer. SMS initially received negative media coverage in many parts of Europe for being a new form of spam as some advertisers purchased lists and sent unsolicited content to consumer's phones; however, as guidelines are put in place by the mobile operators, SMS has become the most popular branch of the Mobile Marketing industry with several million advertising SMS sent out every month in Europe alone.

This is thanks impart to SMS messages being hardware agnostic—they can be delivered to practically any mobile phone , smartphone or feature phone and accessed without a Wi-Fi or mobile data connection. SMS marketing has both inbound and outbound marketing strategies. Inbound marketing focuses on lead generation, and outbound marketing focuses on sending messages for sales, promotions, contests, donations, television program voting, appointment and event reminders.

There are 5 key components to SMS marketing: sender ID , message size , content structure , spam compliance , and message delivery. A sender ID is the name or number that identifies who the sender is. For commercial purposes, virtual numbers , short codes , and custom names are most commonly used and can be leased through bulk SMS providers. As the name implies, shared virtual numbers are shared by many different senders. They're usually free, but they can't receive SMS replies, and the number changes from time to time without notice or consent.

Senders may have different shared virtual numbers on different days, which may make it confusing or untrustworthy for recipients depending on the context. For example, shared virtual numbers may be suitable for 2 factor authentication text messages, as recipients are often expecting these text messages, which are often triggered by actions that the recipients make. But for text messages that the recipient isn't expecting, like a sales promotion, a dedicated virtual number may be preferred.

To avoid sharing numbers with other senders, and for brand recognition and number consistency, leasing a dedicated virtual number, which are also known as a long code or long number international number format, e.

Unlike a shared number, it can receive SMS replies. Senders can choose from a list of available dedicated virtual numbers from a bulk SMS provider. Prices for dedicated virtual numbers can vary. Some numbers, often called Gold numbers, are more easy to recognise, and therefore more expensive to lease. Senders may also get creative and choose a vanity number. Short codes offer very similar features to a dedicated virtual number, but are short mobile numbers that are usually digits.

Their length and availability are different in each and every country. These are usually more expensive and are commonly used by enterprises and governmental organisations. For mass messaging, short codes are preferred over a dedicated virtual number because of their higher throughput, and are great for time-sensitive campaigns and emergencies.

Over the past few years mobile short codes have been increasingly popular as a new channel to communicate to the mobile consumer. Brands have begun to treat the mobile short code as a mobile domain name allowing the consumer to text message the brand at an event, in store and off any traditional media.

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A custom sender ID, also known as an alphanumeric sender ID, enables users to set a business name as the sender ID for one way organisation-to-consumer messages. This is only supported in certain countries and are up to 11 characters long, and support uppercase and lowercase ASCII letters and digits Reputable bulk SMS providers will check customer sender IDs beforehand to make sure senders are not misusing or abusing them. The message size will then determine the number of SMS messages that are sent, which then determines the amount of money spent on marketing a product or service.

Not all characters in a message are the same size. A single SMS message has a maximum size of bits. This is important because there are two types of character encodings, GSM and Unicode. Latin-based languages like English are GSM based encoding, which are 7 bits per character. This is where text messages typically get their character per SMS limit. They are split into smaller messages, which are recombined by the receiving phone.

Concatenated messages can only fit characters instead of For example, a character message is sent as 2 messages. The first is sent with characters and the second with 24 characters. It is meant to encompass all characters for efficiency but has a caveat. Each unicode character is 16 bits in size, which takes more information to send, therefore limiting SMS messages to 70 characters. Messages that are larger than 70 characters are also concatenated.

These messages can fit 67 characters, and can be concatenated up to 4 times for a maximum of characters. Texting is simple, however when it comes to SMS marketing - there are many different content structures that can be implemented. Popular message types include sale alerts, reminders, keywords, and multimedia messaging services MMS. Sale alerts are the most basic form of SMS marketing. They are generally used for clearance, flash sales, and special promotions.

Typical messages include coupon codes, and information like expiration dates, products, and website links for additional information. Reminders are commonly used to in appointment-based industries or for recurring events. Some senders choose to ask their recipients to respond to the reminder text with an SMS keyword to confirm their appointment.

This can really help improve the sender's workflow and reduce missed appointments, leading to improved productivity and revenue. This allows people to text a custom keyword to a dedicated virtual number or shortcode. Through custom keywords, users can opt-in to a service with minimal effort.

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Once a keyword is triggered, an autoresponder can be set to guide the user to the next step. They can also activate different functions, which include entering a contest, forwarding to an email or mobile number, group chat, and sending an auto response. Similar to email, SMS has anti-spam laws which differ from country to country. As a general rule, it's important to obtain the recipient's permission before sending any text message, especially an SMS marketing type of message.

Permission can be obtained in a myriad of ways, including allowing prospects or customers to: tick a permission checkbox on a website, filling in a form, or getting a verbal agreement. In most countries, SMS senders need to identify themselves as their business name inside their initial text message.

Identification can be placed in either the sender ID or within the message body copy. Spam prevention laws may also apply to SMS marketing messages, which must include a method to opt-out of messages. One key criterion for provisioning is that the consumer opts into the service. The mobile operators demand a double opt in from the consumer and the ability for the consumer to opt out of the service at any time by sending the word STOP via SMS.