Text message marketing needs value to be successful

Every business wants to find a way to better connect and engage with consumers. In this current day and age, one of the best ways to do that is through the use of text message marketing. However, just sending this kind of communication means nothing if it is not poignant.

Recently, Hipckricket released a study of 1,202 U.S. adults. The results show that 66 percent of respondents have received a text message or mobile alert within the last six months. However, 52 percent said that the messages received were "intrusive or spammy" and 46 percent said that they were not relevant.

This means that mobile marketers need to make sure they are offering something of value in the text messages. In fact, 41 percent of respondents said that they would be more likely to share information like location or demographic data in exchange for something of value like a coupon.

"This data, properly analyzed, can unlock a treasure trove of information that drives more personalized, relevant mobile marketing," said Doug Stovall, chief operating officer at Hipcricket. "Companies that can synthesize and apply data to present the correct offer at the correct time are going to win at mobile marketing. Those that don't risk backlash from dissatisfied customers who will turn to other brands that can provide the information they seek."

Businesses that are planning on using mobile text marketing need to make sure they are making the messages personal and provide value. This is something that organizations can ensure with the help of an SMS service.