Capitalizing on the Personal Touch in the Mobile Age

By Steve Anderson, Real Time Communications

Most of us put mobile devices to work regularly, but this extra screen can be a bad sign for communications, cluttering up the landscape and making it tougher for a message to really reach its target. For those who want better communications, a new study from Portio Research suggests there’s one clear way to cut through the chatter: personalization.

OpenMarket and U.K-based Portio Research’s new report, “SMS: The Language of Six Billion People”, illustrates the growing move toward the “mobile first” philosophy, which focuses on the mobile device. The report also covers the growing reach of short message service (SMS) and the likewise-growing focus of personalization in content. Just to top it off, the report even covers a major change in the way customers are making buying decisions, a point that marketers everywhere will want to internalize and take advantage of from there.

With the number of mobile connections likely to reach the 10 billion mark by 2020, there’s a lot more opportunity for marketers to make contact with potential buyers through that mobile device. More users are making the move from televisions and even from desktop PCs to more mobile devices, so the way that marketers make contact with these markets must change, too. Reports suggest that 6.1 billion people – out of the 7.3 billion people currently on the planet – use a phone that can handle SMS traffic, so those marketers who don’t have an SMS strategy are missing a large chunk of market.

Moreover, SMS messaging are a direct line to a customer. That allows companies to make a case for a value proposition directly, instead of having to shotgun the message outward using standard broadcast techniques. This in turn means that the message needs to be as personal as its medium.

Basically, marketers here have a big job that may be one of the most effective breeds of marketing ever: the individualized commercial. Sending a text message is usually done one at a time, so the message can therefore be extremely personal and extremely relevant. There’s even the opportunity for the customer to respond, and that can turn a commercial into a conversation, which is one of the best measures of relevance around.

Ad blockers, time skipping, and other technologies are making shotgun advertising a difficult prospect. The personal touch of connecting via SMS message, meanwhile, has the potential to cut through all the background noise and technological interference to make for a more relevant and therefore better advertising experience. With the tech-savvy millennial generation coming into its own in terms of disposable income, now is a great time to make that individual connection and avoid falling into the trap of blocked broadcasts.