How can SMS marketing be effective?

The latest report released by British wireless marketing company Enpocket shows that 76% of British mobile phone users will read and then delete the SMS marketing information received by their mobile phones. 23% mobile phone users will store this information for later reading, and 20% mobile phone users will show this information to their friends. On average, 8% of mobile phone users who receive SMS marketing information will reply, 6% of mobile phone users will visit related websites, and 4% of mobile phone users will buy products advertised. In addition, AvantGo, an American mobile phone application software provider, said that the response rate of their company's advertising through mobile phones is 5 to 10 times higher than that of ordinary direct sales. All kinds of advantages show that wireless marketing has a broad development prospect, and it is predicted that it will develop into an industry of 8 billion dollars. From the above analysis, it seems that the prospect of SMS marketing is quite beautiful and attractive, but, like e-mail marketing, the implementers of wireless marketing must solve a prerequisite problem: providing information that users want to obtain with their permission. Only by avoiding the situation that spam in the internet world makes users complain, can wireless marketing have a future. Otherwise, enterprises will do a lot of useless work, and the cost of spam messages is much higher than that of spam messages; And we consumers, after spam messages, will once again face the nightmare of being overwhelmed by spam messages. Personally, I don't stubbornly reject all email advertisements and SMS advertisements. In fact, I am even interested in some advertisements and information I received, but there are not many such cases. For example, some girls are interested in the fashion trends and promotional offers of clothes, cosmetics and digital products. These are still very welcome, but those boring or even unhealthy short messages are very repulsive. So as far as my own experience is concerned, I think the key to the effectiveness of SMS marketing is that SMS can meet the needs of different users, segment potential customers and provide useful information for target customers. For example, female users and male users have different degrees of welcome to short messages, and teenagers and adults pay different attention to their needs. For example, female users like to forward their favorite information to each other. A short message about the discount of movie tickets has been forwarded as high as 39 thousand. A European company noticed that local children often went out to eat with friends after school, so it developed a special coupon and sent it by SMS, the content of which was McDonald's discount coupon. The result was a great success. (Note: Mobile phones are widely used among children aged 12 to 16 in the west). The success of these two kinds of SMS marketing lies in that they both capture the characteristics and needs of target customers. However, when using SMS marketing, we should also pay attention to some characteristics of SMS, a special marketing method. For example, young female consumers and fashion thumbs are the most popular consumers of SMS, so not all products are suitable for SMS marketing. Products that young people are interested in may get unexpected gains by adopting this marketing method. The successful example of China enterprises using SMS marketing is Huiyuan Group; As a leading fruit juice beverage company in China, Huiyuan Group's original brand foundation is beyond doubt. In order to seize the young people's consumption market, Beijing Huiyuan entered the market this year with unconventional "other nutritious water" classified by gender, and entered the national sports beverage market at a high speed. The combination of soft and hard product packaging, functional segmentation and SMS marketing of "looking for her in the crowd" quickly won the market for it. It caters to teenagers' hobby of making friends, builds a platform for buyers to make friends and wins a large number of young consumers. It should be noted that SMS marketing produces a close and immediate effect. Because the mobile phone can be carried around and delivered to the recipient anytime and anywhere, it is a truly personalized and communicative marketing medium. Therefore, it can provide continuous short message content service throughout the whole process and realize the short message marketing model of "catching big fish in a long line". For example, in a case called "Happy Weight Loss", in view of the growing weight loss needs of modern people, a tailor-made weight loss plan is received by SMS, and the most nutritious and healthy nutritional diet and exercise plan is provided according to the physiological parameters filled in by users.