The industry application of short message marketing.

Compared with the simple consumer-oriented short message service, the short message service applied in the industry has obvious characteristics:

1. The target users of industry SMS applications are enterprises, institutions and organizations in different industries and fields. The purpose of using the safety management system in these units is embodied in three aspects:

(1) realize faster or gentler communication through SMS;

(2) SMS as a means to improve service quality;

(3) Using SMS to improve work efficiency (including commercial sales efficiency).

2. The SMS application of the organization consists of internal application and external application, forming a systematic service system. Therefore, in order to successfully develop the application of SMS industry, it is necessary to comprehensively consider the overall needs of the organization and its individual needs.

3. Because the application market of SMS industry is in its infancy, although institutions are quite familiar with the use of SMS, they generally hold a wait-and-see attitude towards the application of SMS industry. Therefore, the application of short message industry needs a phased process. At least in the current market environment, SMS can only be used as an auxiliary tool and an accelerating means to cooperate with the daily work of institutions. It is quite unrealistic to expect SMS to penetrate into all aspects of the work of public institutions in the near future or as a key means. According to the characteristics of short message industry applications, short message industry application services can be developed from three levels:

Level 1: Based on the existing SMS platform and existing services, provide simple SMS industry application services.

Based on short message push and simple data retrieval, these applications provide basic short message application services for institutions in different industries and fields, including short message notification, short message greeting, short message promotion, short message investigation, short message inquiry, short message on demand and short message subscription services.

This application has two characteristics:

(1) Provide personalized and professional services with different contents and forms according to institutions in different industries and fields;

(2) It can be directly provided or slightly modified on the existing SMS platform, with SMS push and simple data retrieval/processing as the main service modes.

The technical feature of this short message application is to realize the whole process of service on the existing short message platform. Because it is based on SMS push and simple data query processing, the technical difficulty is small and the market competition will be fierce accordingly. But we need to attach great importance to this kind of business. Because in the current wait-and-see environment, the application of short message service on the existing short message platform has the advantages of less investment, quick effect and low risk, which is very beneficial to the deeper cooperation of unit users.

In order to improve the business effect, a WEB software program linked to the SMS platform can be designed and developed according to the needs of institutions or the characteristics of the industry market, which is convenient for institutions to use and process information data more effectively.

Level 2: The existing SMS platform is connected with the business system of the institution, providing rich, practical, flexible and multi-level SMS industry applications for users inside and outside the institution.

The application at the next higher level, whether inside or outside the company, directly realizes the value-added application of short messages on the short message platform. Limited by the system, it is difficult for organizations to use their own resources and external users' data more effectively, so the effect of SMS application is technically discounted. (1) The SMS platform opens the SMS interface to the business system of the institution;

(2) When the organization releases information to internal employees and external users, it is preprocessed by the internal business system of the organization and sent through the SMS platform;

(3) Personal information from employees inside the unit and data from users outside the unit are simply summarized through the SMS platform and sent to the internal business system of the unit for processing and feedback.

In the whole business process, our SMS platform only serves as a bridge for data inflow and outflow, and most or the main core data processing is completed by the internal business system of the unit. Due to the high specialization of the internal business system, in addition to the functions realized by the previous SMS platform, more, richer, more practical, more flexible and more hierarchical business applications can be realized.

Level 3: Integrate our resources with the comprehensive application services of our institutions.

The first two levels of services have one thing in common: they are just simple SMS application services. In the actual operation process, SMS generally only plays the role of an auxiliary tool and a means to improve efficiency. Therefore, in order to form close cooperation with organizations and reflect the application characteristics of short message industry, it is necessary to organically combine various ways and resources to provide users with comprehensive short message application schemes and services.

For example, if you provide an industry application scheme for the tobacco and alcohol industry, you can integrate various resources and means:

A. When producing each box of cigarettes and each bottle of wine, the tobacco and alcohol production enterprise inserts a card into the commodity packaging box. The card indicates the anti-counterfeiting number of the goods;

B. After the user purchases the goods, the security code will be sent to our SMS platform by SMS. If the user inquires for the first time and the number is correct, the system will send a short message back to the user and save the user's mobile phone number in the manufacturer's database.

C. the system draws a lottery according to the security code. The winning user can get an IP phone card with a certain face value, and the system will inform the card number, password and usage by SMS.

D. Users can get corresponding points by sending an anti-counterfeiting number every short message. When the points are accumulated to a certain amount, the system will automatically notify the user by SMS, allowing the user to choose a gift through SMS. The gift is still virtual, and the system will inform the card number and password by SMS or other prize-winning methods without the presence of the manufacturer.

E. For users who have sent short messages, we can also cooperate with manufacturers to conduct market research or organize member club activities.

As can be seen from the above examples, providing short message industry application services for institutions is not limited to short message means. When providing industrial applications, we need to make full use of various resources, take SMS as the main transmission mode, enhance the cooperation interest between units and institutions, and improve business efficiency. Organizations in different industries and fields have different needs for short messages. Even in the same industry, different institutions have different details. In addition, the application of domestic short message industry is in its infancy, and the wait-and-see mentality of institutions is obvious. Therefore, it is difficult to determine the type and service mode of the application immediately.

To this end, to develop the application of SMS industry, we can start from three aspects:

Path 1: Plan first, then users.

When adopting this method, according to your own understanding of the industry and market, first design the application scheme of the short message industry, and then contact relevant units and institutions for cooperation. In the process of cooperation and consultation, the application scheme is constantly improved. Then, the improved scheme is extended to related industries.

For example, the short message application scheme in the tobacco industry. According to our understanding of the tobacco and alcohol industry, we make an application plan in advance, and then select some tobacco manufacturers to communicate through relationships, and constantly enrich practical plans in the process of communication, and finally promote them to the whole tobacco industry.

Path 2: User first, then scheme.

For institutions with certain social relations resources, in order to cooperate faster and better, the method of "users first, solutions later" can be adopted. In other words, we can tailor the professional SMS application mode for units and organizations according to the specific environment and business needs of users, open the interface and cooperate independently.

Path three: takenism

China's institutional market is not only diverse, but also vast. The application of short message industry is in the initial stage, which has great market space and geographical space. In order to improve work efficiency, in the application of short message industry, we can completely implement the strategy of "taking advantage of others' excellent ideas and ideas, and modify, supplement and improve the scheme and develop technology on the basis of combining our own actual situation, understanding the market and communicating with relevant units, thus forming our own service characteristics.