Mobile connects brands with customers

HipCricket are a US based mobile marketing solutions provider who recently published a survey based on their 45,000+ SMS campaigns and profiling exercises. Interestingly 37% of consumers were willing to take part in a loyalty scheme which indicates the interest in incentives through mobile. UK mobile marketers The Text Works also confirmed that the customers that did take the initiative to set up worthwhile loyalty rewards were getting a great SMS response.

It never ceases to amaze me how open people are to SMS based promotions, HipCricket's results were even more amazing- they found that over 83% of users said they would like to hear about their favourite brands through SMS. In 2009 it seems people want content to find them, and SMS it seems is the best route to deliver that content.

As many UK marketers will tell you one of the difficult things when promoting through media is getting the call to action noticed. HipCricket claimed that 94% of their users remember call to actions from mobile campaigns. Imagine developing a viral SMS message and delivering it to users who WANT to read about your promotions, its cheaper to send to less people and the conversion rate would be a lot higher.

In short spend more time on your strategies and profiling. Listen to your consumers through social media and SMS campaigns. Develop a greater understanding of their ideal content and deliver it to them.