The “Text Message Age†is revolutionizing the marketing world. Now, marketers should pay attention to this window of opportunity. The current digital and mobile context is leading them towards a more complex and creative challenge. Being smart and innovative is crucial to obtain excellent results and reach customers when they watch their favorite TV show, check their e-mails or every time they look at their mobile devices.
Yes, you’re right! There is no doubt that cell phones are one of the most personal ways to interact with your consumers. And here, you can implement short code marketing, which is a marketing text message sent through a Common Short Code (CSC).
CSCs are those short numeric codes to which text messages can be sent from your cell phone.
As we can see on TV, short codes are even changing the way we engage with traditional media. Participation and interaction are present more than ever via SMS text messaging. Viewers can participate in prize draws, vote for contestants, play at home or get further information about their favorite TV program. But, how can companies take advantage of it as well!?
Marketers can use common short codes in a variety of ways. For instance, you can:
- Send information, news and promotions to your current customers, prospects or subscribers
- Use direct SMS purchasing to order products
- Provide special offers through text and multimedia messaging
- Offer mobile coupons as text message codes that can be used at stores or e-commerce sites
- Send bar code coupons using multimedia messaging that can be scanned as a traditional paper coupon
- Launch a reward program and allows consumers to collect unique codes found on products and then enter the codes over their mobile phone on the go. Then, they can redeem points for rewards
- Allow customers and prospects to request information, coupons and samples over text messaging
- Allow customers to download applications and games, among others
How does it work?
Do you want to get a short code? First, you have to apply and pay an annual fee to the Common Short Code Administration (CSCA). Then, it leases a five- or six-digit phone number. Common Short codes can be either random digit codes, selected codes, or your favorite “vanity†codes (9326278, “W-E-B-O-A-R-Tâ€).
How effective are Short Code campaigns?
It seems that subscribers are getting used to interact with brands in the same way as they do with their friends and family. About 16% of text messengers in the U.S receive some form of ad text message every month. From this group, 45% said that they responded to them.
Did you know that all the US mobile subscribers now send and receive more text messages in a month than regular phone calls, according to a research done by The Nielsen Company?
Between 2006 and 2008 text messaging has increased from 65 monthly text messages up to 357.
Though teenagers represent the group that sends more text messages, other age groups also shows how this trend keeps growing. Adults from age between 35 and 44 years old send around 236 text messages per month!
In summary, the CSCs revolution keeps growing among members of different age groups and nationalities. Reach almost every mobile consumer by adding a Common Short Code!
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