SMS and multimedia services: an effective marketing strategy in the era of digital fatigue

In the era of digital fatigue, short message (SMS) and multimedia messaging (MMS) services are an innovative way for businesses to effectively communicate with their current and potential customers. Mobile marketing shows read and response rates that exceed email, with read rates of 98% and response rates of 45% compared to 20% and 6% respectively.

Why are text messages and multimedia content an effective marketing tool?

These channels enable companies to deliver their marketing messages directly and quickly while ensuring that they reach an interested and engaged audience. The key is to use messages in a way that meets the needs and interests of the public, without being intrusive or annoyingly repetitive.

Understanding the difference between SMS and MMS: Technical and tactical basics

1. Text messages (SMS)

• Origin and spread:
  The Short Message Service (SMS) was developed in the 1980s and is one of the oldest, most widespread and used messaging services according to Twilio.
• Availability and cost:
  Any mobile device — whether a simple cell phone or a high-end smartphone — can receive SMS messages. Although many service providers offer unlimited message lines, some phone plans may charge a low fee per message.
• Advantages of SMS marketing:
  This service is used to deliver fast updates and important information. It is also characterized by low data consumption.

2. Multimedia messaging (MMS)

• Evolution and content:
  MMS enables the transmission of multimedia content such as images, videos, and audio files, creating an engaging visual experience that outperforms traditional texts.
• Technique and limitations:
  MMS requires more bandwidth and some devices may have difficulties viewing content. Its effectiveness also depends on the quality of the connection (such as a 3G connection at least).
• Use in marketing:
  MMS is used to give a visual and creative touch to marketing campaigns, helping to attract attention and build a strong visual brand identity.

Successful marketing strategies using text messages and multimedia content

To succeed in SMS and MMS marketing campaigns, you must consider the following aspects:

1. Understanding and targeting the public:
   • Assess your audience's readiness to receive text messages and multimedia content.
   • Identify the target group accurately to ensure that the content sent is appropriate to their needs.
2. Content relevance to context:
   • Provide valuable and personalized content based on customer preferences and behaviors.
   • Ensure that messages match current events and special offers.
3. Timing and frequency of transmission:
   • Organize the frequency of sending messages to avoid inconvenience and ensure that messages are received at the appropriate times.
   • Use analysis data to determine the best time to reach your audience.
4. Obtaining permission to subscribe:
   • The need to obtain explicit consent from customers through subscription mechanisms on the website or social media.
   • Respecting customer wishes and offering an easy withdrawal option.
5. Short and clear messages:
   • Keep short and clear messages while keeping to the limit (usually 160 characters) for SMS messages.
   • Designing MMS messages with a high visual quality that matches the brand identity.
6. Call to Action (CTA) support:
   • Include clear and encouraging calls to take the required actions such as visiting the website or taking advantage of a special offer.
   • Emphasize the value of the offer made to ensure positive interaction.
7. Compliance with regulations and laws:
   • Ensure compliance with all local and international regulations related to marketing via text messages and multimedia content.
   • Follow the latest legal updates and apply best practices in protecting customer data.

Message marketing statistics: Why are SMS and MMS an ideal choice?

• Public acceptance:
  More than 75% of customers welcome receiving text messages from brands after prior approval.
• The effectiveness of messages:
  67% of consumers think delivery updates via text messages are more effective, followed by order confirmations (64%) and appointment reminders (64%).
• Arrival speed:
  Almost 90% of messages are opened within three minutes, highlighting the vital role of users' phones in instant marketing.

These statistics emphasize the importance of organizing campaigns carefully to provide useful and appropriate content, while avoiding sending excessive messages that may cause users to feel annoyed.

Plan a marketing campaign via SMS and MMS

The planning of campaigns via text messages and multimedia content is similar in several key points:

• Evaluate the appropriate type of message:
  Analyze the public's readiness to receive different types of messages and choose the most appropriate one based on the nature of the show.
• Focus on user experience:
  Ensure an integrated reading experience by linking successive short messages in case you need to send longer texts.
• Choose the right timing:
  Such as sending reminders before events and holidays to ensure positive customer interaction.

For example, order status update campaigns may be particularly effective in the areas of food delivery and e-commerce. By collecting the necessary approvals, it is possible to enhance the customer experience and build mutual trust with the brand.

Recent trends in the use of MMS in marketing

• Cost and technology:
  Although MMS offers engaging multimedia content, it can be expensive due to the amount of data required, and not all devices may be compatible with this type of message.
• Communication challenges:
  MMS relies on a fast connection (like 3G or better), making it less effective in areas with poor connectivity.
• Strategic decision:
  Brands should evaluate the feasibility of using MMS compared to text messaging based on their audience preferences and their technical infrastructure capabilities.

Advantages of integrating artificial intelligence in the use of SMS and MMS in marketing campaigns

Incorporating artificial intelligence into the use of text messages (SMS) and multimedia messages (MMS) opens up broad prospects for improving marketing campaigns and increasing the effectiveness of communication with customers. The following are the most prominent features provided by artificial intelligence to these marketing channels:

1. Personalize messages and improve user experience

• Analyzing customer data: Artificial intelligence enables the analysis of customer behavior and preferences data, allowing messages to be customized to suit the needs of each category.
• Custom messages: Special offers and promotional messages tailored to each customer can be sent, increasing the interaction rate and satisfaction.

2. Automate marketing campaigns

• Schedule messages accurately: Artificial intelligence tools make it possible to schedule messages at optimal times to ensure that they arrive when most needed.
• Manage the campaign automatically: Artificial intelligence helps monitor and adjust campaign performance in real time based on interaction results.

3. Improve interaction and increase response rates

• IMMEDIATE REACTIONS: Through machine learning, customer responses can be analyzed quickly and provide an immediate response that increases response rates.
• Using automated chat techniques: Artificial intelligence can integrate automated chat technologies to provide an interactive and personalized experience via text messages.

4. Reduce costs and achieve efficiency

• Improve campaign targeting: Thanks to accurate data analysis, sending non-targeted messages is reduced, saving marketing costs.
• Using less resources: By automating the creation and distribution of messages, there is less reliance on manpower and saving time and effort.

5. Measure and analyze performance accurately

• Detailed reports: Artificial intelligence provides detailed reports on campaign performance, helping to understand strengths and weaknesses.
• Accurate behavioral analysis: It contributes to identifying customer purchasing patterns and behaviors, enabling marketers to continuously improve strategies.

6. Enhance future marketing strategies

• Continuous experience and machine learning: The combination of artificial intelligence and SMS and MMS marketing methods helps develop advanced strategies based on previous experiences and analyze results, ensuring the evolution of campaigns as market needs change.
• Multi-channel integration: Message-based campaigns can be linked to other marketing channels (such as email and social media) to achieve an integrated and effective marketing experience.

By integrating artificial intelligence into the use of text messages and multimedia content, marketing campaigns become more accurate and effective, contributing to achieving business goals and increasing return on investment. The use of modern technologies in the personalization, timing and management of messages enhances the user experience and contributes to building a strong and sustainable relationship between the brand and customers.

In conclusion

SMS and MMS services are a vital bridge for direct and effective communication with customers. By adopting thoughtful strategies based on understanding the needs of the public and modern technologies, companies can build strong relationships and achieve positive interaction that promotes business growth. Investing in these marketing channels is not only a means of communication, but also an opportunity to inspire customers and enable them to make the most of the offers and services provided.

Use these tips and stats as a guide to creating successful SMS and MMS campaigns that make a real difference in your brand's communication with its target audience.