At Stealing Share, we continually track consumer behavior.
Lately, we’ve found that text marketing is becoming a better avenue for brands to reach consumers than email, phone calls (ugh) and snail mail.
Why is that?
It’s simple, really. We’ve gotten smarter.
In the landline days, most of us would simply answer the phone when it rang.
That was relatively common as recently as 10 years ago. Yet it seems like something out of The Andy Griffith Show.
Then we starting getting smarter. Caller ID hit and we used the answering machine as a blocker.
Once the iPhone hit the market in 2007, marketers scrambled to buy cell phone numbers.
We could get our email on it. The spam emails came fast and furious.
And we only answer calls if we recognize the number or an address book name appears.
Enter text marketing.
We prefer people to text us rather than call us. “Text me” is the common refrain rather than “call me.”
Why is THAT?
Because years of spam calls and emails have taught us to be wary.
More importantly, it doesn’t feel like spam. Text marketing feels like the message is only for us.
It feels personal. Like it’s only directed at you. And that feels seductive.
As smart brand strategists know, anything can be powerful if it’s believed.
I know it's true!
No matter whether it’s true or not.
And, as in all things, it comes down to belief.
We believe text is intimate. It goes right to your phone’s home screen.
The screen we look at most during the day.
Text marketing hasn’t hit its ceiling yet. But it will.
How will consumers adapt that forces marketers to approach audiences differently?
Look to the beliefs. And you will find the answer.