Mobile Marketing Background of SMS Marketing

The internet is known as the "fourth media", but in just a few years, the voice of "fifth media" has begun to appear in the market. Who will become the "fifth media"? With the development of the times, new media will emerge constantly, and the "fifth media" will certainly appear-just like the emergence of the Internet. But to become the "fifth media" and emerging media, the most important and basic thing is to have a broad mass base, be accepted and loved by the public, and receive information from life, work, society and other aspects very conveniently and widely through it, so as to facilitate free communication between capable people. There is also to keep up with the pulse of the times, keep up with the pace of technological development, and be able to wave the flag and let it enter the public life ... According to the standards, we carefully screen and find that mobile phones are optional objects. On the one hand, the mobile phone is a mobile terminal, which accompanies us anytime and anywhere. On the other hand, it develops with the development of the times. From answering the phone in the past, the basic functions such as games, telephone, internet, phone book, short message and community broadcasting are becoming more and more complete. With the upgrading of domestic mobile network, mobile phones can carry more and more functions and services. Last year, the great success of GSM short messages attracted people's attention. In the past, using mobile phones to communicate, you can do business promotion, subscribe to various news, business and other short messages, and some companies have developed segment message games to fascinate young people. During the World Cup, it is not so much the stage of football as the world of short messages. With the World Cup going on every day, short messages about the progress of the event are flying all over the sky-the popularity of short messages has given birth to the "thumb economy" in practical sense, and young people and business people are excited about the convenience of short messages. This is just the tip of the iceberg, and commercial GPRS can bring more than that to users: on the mobile phone, you can receive your email; On the mobile phone, you can communicate with your colleagues on a certain business at any time; On the mobile phone, you can show customers the image of your product or company ... You can even play online games to prove your identity and pay for your small purchases. There is a bigger prospect: Multimedia Message Service (MMS), which will be officially commercialized this year. In the near future, we will be able to feel colorful short messages and more colorful mobile phone culture through mobile phones. At present and in the future, the functions that mobile phones can carry are getting closer and closer, and there is a trend of surpassing the existing media. In that case, why can't mobile phones become new media? Network-based services are more and more convenient, and communication is more convenient. Mobile media is very promising! The "fifth media" provides a broad world and business opportunities for content service providers. Dr. Sanjay Jia, Executive Vice President of Qualcomm and President of Qualcomm CDMA Technology Group, predicted that within five years, the profit of global mobile content will reach 90 billion US dollars, not including the popular point-to-point SMS. It is the earliest mobile phone content service provider who put forward the concept of "the fifth media" in China. As early as 2002, in the activity of "Sohu Mobile Fashion Tour", Sohu CEO Zhang Chaoyang and Chief Operating Officer Gu Yongqiang boldly and clearly put forward the concept of "fifth media" based on "personal mobile terminal", and Tom even claimed to be the "boss" of "fifth media". With the advent of 3G era, the function of mobile phone has been pushed to an unprecedented height, and a "fifth media" with mobile phone as the terminal is emerging in Ran Ran. 3G is undoubtedly the catalyst of "the fifth media". Experts predict that 3G will spread rapidly around the world in the next five years. The "fifth media" based on mobile phones and related derivative industries will also develop unprecedentedly. Mobile phones are more popular than computers, more interactive than newspapers and more portable than televisions. As a new media, mobile phones have great potential to challenge the traditional forces in the future. Of course, the "fifth media" based on mobile phones is still in its infancy, and it is still in the trial stage from methods to details and from theory to practice. The groping and innovation in growth are waiting for us!

I. Development background

Today, with the rapid development of communication industry, China has become the largest mobile phone user market in the world. There are more than 400 million mobile phone users, and the number is still growing at an alarming rate. Mobile phone holders have become the absolute mainstream of social activities and consumption, and mobile phone short messages have become an important communication method for people to obtain external information in their daily lives. Since 1992, the world's first SMS has been successfully sent in Britain, marking the birth of SMS. In the past ten years, the domestic short message service has developed rapidly. According to relevant statistics, by the end of 2002, the total number of short messages in China reached 90 billion, followed by the birth of short message marketing advertisements, which became unstoppable. After all, he has nearly 400 million mobile phone users and has the strongest spending power.

Third, characteristics

1, SMS has a wide coverage, a large number of users, directly facing the groups with spending power, and is highly interactive.

The mass information of SMS advertisements is distributed to all users of China Mobile, China Unicom and PHS. Compared with the low browsing rate and unpredictability brought by the multi-choice of traditional media, it has incomparable advantages of high coverage and large coverage. Moreover, mobile phone users are a group with a certain income and a certain spending power. Among fashionistas, short message communication has even replaced voice call function as the main purpose, and under the influence of China's perennial wireless service, people are more accustomed to participating in various interactions with short messages.

2. Sending is simple, and there is an unavoidable way to release information. The advertising arrival rate is as high as 100%.

For traditional media advertising, the advertising audience has a high degree of selectivity and avoidance, which makes the advertiser's funds go down the drain with the avoidance of the audience customers and fails to achieve the expected publicity purpose and effect. The communication mode of SMS marketing advertisement is unavoidable for consumers. We can text each other at any time. Whether the other party is in a meeting or resting. If the other party is in a meeting, his mobile phone may be vibrating, but the other party can still receive the text message immediately. The other party can read short messages at a convenient time after the meeting. If the other person is resting, he may turn off his cell phone. But we can still text him. The short message will be temporarily stored on the telecom server. When the other party opens the phone, they will see the short message we sent. Mobile phone users will check the short messages after receiving them, so they can reach the viewing rate of 100%, which is beyond the reach of any other media.

3. Short message publishing is fast and accurate.

Traditional media needs production, typesetting and editing, and can only be released at a fixed time, which is limited by time and space. If you send short messages by mobile phone, it usually takes 1 second for a mobile phone to send 1 message, and 1 day can send about 86,400 short messages. Even if you only use one mobile phone, you can send a short message to all mobile phone users in a medium-sized city within three days. If you use SMS gateway to send SMS, the sending speed is faster. It only takes a few hours to finish.

Mobile phone users all over the country can receive it. In case of short comments or urgent publicity activities, SMS is very suitable. Compared with non-mobile phone users, mobile phone users have a certain income and a certain spending power. Moreover, the mobile phone number has regional characteristics, and we can completely judge the location of mobile phone users according to the mobile phone number. SMS group software is very useful. You only need to input the content of the short message to be sent and the mobile phone number segment to be sent, such as 1300532*. You don't need to enter tens of thousands of real mobile phone numbers, so we don't need to waste time guessing the valid mobile phone numbers by using the short message group software.

4. The short message publishing cost is very low.

A cell phone, a computer, and then a cell phone data cable is enough. It can also be sent through SMS gateway (such as Sina), so as long as there is a computer with Internet access. No cell phone and data cable are needed. If a short message is calculated by 10 cent, the publishing cost of short messages is much lower than that of traditional media under the same audience. If it is sent through the SMS gateway, the cost is even lower.

5, in line with public life habits

SMS is the most popular mobile service after voice call. Almost every user who uses a mobile phone has the habit of sending short messages, which undoubtedly laid a solid foundation for the mobile phone mall to launch a short message platform and promoted the development of short message applications to a deeper level.

Fourth, the advantages of SMS marketing

1, enhance brand image

Targeted personalized service has greatly enhanced the brand image of enterprises in the eyes of users.

2. Information release window

The mobile publicity platform of enterprise products enables enterprises to have powerful mobile publicity media.

3. Develop an ideal market

Open up new commercial channels, so that enterprise products have an ideal market.

4. Provide multimedia information

It can make business information mobile, break through the limitation of fixed network and access it anytime and anywhere.

5. Interactive marketing bridge

Be targeted, "actively" care about customers, and provide customers with all kinds of information consultation and online services at any time.

6, after-sales survey experts

It is an effective investigation tool to get user feedback in time and easily obtain first-hand market information.

Fifth, the role of short message commercialization in enterprise marketing.

1, marketing promotion effect (user cognition, publicity)

The application of SMS mass distribution, large-scale distribution of products for the target market to promote SMS advertising, the use of high arrival rate/browsing rate, low-cost SMS advertising to spread advertising information;

2. Promote business tracking of sales

Establish a two-way interactive SMS platform with customers by using SMS platform to form continuous business follow-up;

3. Promote advertising to promote purchase.

Use SMS to release promotional information and expand publicity. Combining with the anti-counterfeiting business, we can guide consumers to buy and inquire about products by offering prizes, which can effectively find and crack down on counterfeit products while promoting product sales.

1) Issue an invitation letter.

Target groups and send invitations to events or parties.

2). Event notice or program preview

Suitable for brand promotion combined with sports, music and events.

3). Product promotion

Consumers can send text messages to participate in the lucky draw when buying goods. Or participate in activities, you can send text messages to participate in instant lottery and enjoy free ringtone download. This application is especially suitable for fashion goods, high-tech consumer goods and promotional activities that need to be promoted nationwide in a short time.

4, enterprise market survey

Using the characteristics of visibility and interactivity of short messages, questionnaires and consumer surveys can be realized, so that enterprises can obtain first-hand market information and formulate marketing strategies close to the market. Compared with the distribution and recovery of general questionnaires, SMS can effectively allocate human resources and has the characteristics of high survey recovery rate and convenient statistics.

5, enterprise CRM management

Enterprises have their own members, internal employees, distributors, partners or customer systems, communicate with members or customers through SMS platform, organically integrate advertising resources, business resources and customer service, and form a set of marketing schemes with clear flow, high efficiency and easy operation.

Five, mobile phone short message marketing and telephone marketing marketing.

In shopping malls where mobile phones are highly popular, SMS has become the main weapon for sales staff to carry out business. Many enterprises use SMS to advertise, and salespeople use SMS to greet customers' contact feelings. Today I'm going to talk about how to use SMS to do telemarketing well.

Enterprises and salespeople who use telephone as their main sales method often encounter the problem that they can't accurately judge the target customers and accurately determine the actual needs of customers. In the last article, I talked about the preparation before telemarketing. Besides, I think the above two problems can be solved by SMS. We are often in telemarketing, because we don't understand the situation and don't establish the minimum trust, which is easy to be rejected by customers. Some salesmen insist on carrying out orders after being rejected. As a result, it turned into harassment and made customers impatient, let alone talk about business. Just seeing your number and hearing your voice makes you sick, which leads to a dead end in business. This practice will drain customers who really need your products. So the key to solve these problems is to learn to use SMS.

1, SMS is a scout of telemarketing.

When we get the information of prospective customers, we should distinguish them, grasp the detailed information of customers and directly conduct telephone sales. For the unknown, some don't even know whether the customer is still in this line. For such prospective customers, the best choice is to send a short message to communicate with each other first. If the other party can respond to the message enthusiastically, it means that business is promising. If the other person ignores you, there is no need to call, which means that he is not your customer at all.

2. SMS can build a bridge to communicate with customers.

For those customers who are your prospective customers but don't buy your products for the time being, SMS has become a bridge to customers. On holidays and weekends, you can send messages with blessings. Over time, the customer will be moved by your sincerity, and then you call him, and he will be very polite to you even if he doesn't want your product. You will be his first choice when he chooses products. Of course, we must insist.

SMS is the best way to promote the selling point of your product.

Some customers want to buy your products, but they are still hesitant about your products. At this time, you can promote your product through SMS and urge customers to make up their minds.

SMS is a useful tool to cultivate customer loyalty.

The purpose of telemarketing is not only to sell products, but also to ensure that old customers are not lost. At this time, SMS can accomplish this mission. It is a good way to ensure the loyalty of old customers by greeting customers often with short messages and making them feel that you always remember him.

SMS should run through every link of telemarketing.

It can be said that SMS is an important part of telemarketing. If you want a customer to recognize you, it must be a good way to keep texting.

Of course, you should also pay attention to the time when sending text messages. Don't send it at any time. If you don't grasp the time well, you will also annoy customers. The best time to send text messages is 10:30- 12:00 am, 3:30-6:00 pm and 7:00-9:00 pm. When these times are normal, people are more likely to accept your messages. Of course, don't affect customers' eating and rest. Generally don't send messages to customers on weekend nights and sundays, there is no special agreement. In short, making good use of SMS will definitely become a good helper for telemarketing and traditional marketing.

Seven, SMS marketing prospects.

In fact, for businesses, there is no need to give up the advanced marketing model of mobile marketing because of spam messages and fraudulent messages. On the contrary, they should vigorously follow up and guide consumers to identify, believe and accept normal business information with affordable commodity information. Because, with the media's repeated exposure to spam messages and fraudulent messages, with the strengthening of national policies and regulations on spam messages and fraudulent messages, and more importantly, people's ability to distinguish spam messages, fraudulent messages and normal business messages is strengthened, short messages will be unimpeded in future business life, and mobile marketing will also become the preferred marketing model for businesses.