The Pros and Cons of Text Message Marketing

Text messaging has become a popular way for companies to market items to their customers. As a business, you may have considered this option, but were unsure of whether or not it was the best decision for your company. The truth is this method will work better for some companies than others. Let’s take a closer look at the pros and cons of text message marketing.

Advertises to a Niche Market

The good news about text message marketing is that customers opt into the messages. This means that you’re advertising to people who want to receive these messages. In other words, you’re less likely to waste time and resources marketing to people who aren’t interested.

Doesn’t Reach Enough Customers

The bad news is you’re only reaching out to current customers or people who have already found your company. You’re not reaching as many people as you could with some other forms of advertising. This means you couldn’t rely on this one form of marketing.

Constant Access to Customers

With text messaging, you can reach your customers day or night. Of course, you need to remember that you should never abuse this power. Remember to send messages during reasonable hours or you will lose customers.

Doesn’t Offer Enough Space for Advertising

When sending text messages you are limited to the amount of characters you can use. You’re limited to 160 characters, which is only 20 characters over what Twitter offers. This means you need to be able to write concise messages that still entice customers to buy.

Ability to Instantly Reach Customers

This type of marketing gives you instant access to customers. This means you could run special sales through text messages that last only an hour or so. This would be an excellent way to get a lot of sales in a short period of time. However, this isn’t something you should abuse or you could lose customers.

It’s Hard to Obtain Users

It can actually be hard to find customers that are willing to give out their cell phone number and accept text messages from a company. Many worry about their text message limits and whether or not a company would send more messages than their limit would allow.

Users May Become Annoyed

Last, but not least, you have to walk a fine line when using this form of advertising or you could annoy your customers. Not only could this cause them to opt out of the program, but they may never shop with you again.

Text message marketing may work with some businesses, especially those that have target customers that use cell phones and smart phones on a regular basis. However, there are also quite a few cons to keep in mind.

About the Author: Hal Galulden is a business analyst who enjoys experimenting with different marketing techniques. He’s planning to launch his 2nd text marketing campaign in the 3rd quarter of 2012 and has thus far seen positive results.