Importance of Data for Mass Targeted Mobile Messaging

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Mass SMS messaging platforms are one of the most indispensable marketing tools available today. Despite the prevalence of more digital platforms such as social media and search engines, SMS marketing still remains reliable and effective. Some 64% of consumers still believe that businesses should use text messaging to interact with them more than they currently do.

Businesses and companies with products that cater to almost all age groups typically use mass SMS marketing. The same strategy goes for brands that have a massive international market.  However, many of these businesses mistakenly believe that data does not play a role in this strategy as they’ve thought it would defeat its very purpose: to reach wider markets. But contrary to that notion, companies cannot just send the same message to all of their audiences even if their brand or product has general appeal and wide brand recognition.

According to Christine Peterson, Managing Partner and Digital Investment Lead of Mindshare, data plays a very crucial role not only in niche marketing but also in mass messaging efforts. “You can be mass but use data to tailor the message to each individual nuance of an audience, from people who are in the market today to people who might be in market six months down the road: Somebody who’s considering your product and somebody who’s never been exposed to it before,” she adds.

Through a data-driven SMS marketing platform, businesses can send personalized messages across all the sub-segments of their target audience. Read on as we detail in this post the role of data for better, results-driven mass SMS marketing campaigns.

Create Personalized Campaigns and Content

As the name implies, Short Messaging System (SMS) messages only allow for 160 characters. But it does not mean that such messages cannot be tailored for the individual nuances of the sub-segment of your market. A mass messaging platform with built-in analytics will allow you to gain detailed data and insights that help create a singular, holistic picture of your audience.

Once you have a top-view perspective of your customer base, you can drill down the data to analyze consumers on a sub-segment or even individual level. By using data in your mass marketing campaign, you will be able to deliver an even more precise, personalized content to develop true, value-based relationships with your clients.

Send Messages at the Right Time

Data cannot only be used to create personalized text messages but can also be used to tell you when your customers will be most likely to respond. By collecting and monitoring data on how people interact with your organization, you can begin to infer engagement patterns.

For instance: if your mass messaging data indicates a customer rarely replies in the morning or afternoon but frequently answers in the evening, you can target your communications only during the evening hours. This way you save the time, effort and cost of sending text messages at a time the customer is unlikely to interact.

Make Smarter Business Decisions

When it comes to decision making, having detailed insight into what’s working and what isn’t is crucial to keeping a business successful and moving forward. Without access to customers’ insights that are essential to creating campaigns, strategy, and initiatives, you will be left without a clear direction.

Detailed insight into consumer behavior, engagement, and responses can help you make informed business decisions and operational choices. Knowing who the customer is at the individual and group level and having the insight to predict how these people will react to certain messaging is vital as you take the next step in delivering an exceptional buying experience to your clients.

Overall, using data is essential for succeeding and thriving in an ever-changing mobile consumer environment. When you take advantage of the underlying facts and numbers at the heart of your mass SMS marketing strategy, you can balance the scales between seamless mass marketing and personalized engagement.

Contact TeleMessage to learn more about how our Mass Messaging solution can help improve your marketing efforts today.

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