Text message marketing is a form of marketing often overlooked by businesses. Though some businesses may have the idea that text message marketing is only likely to reach a teenage and young adult audience, text message use is expanding rapidly among baby boomers and other customers over 30, meaning that text message marketing can effectively reach customers of all ages.
Text messages are often seen only as a form of communication among teens and young adults, but businesses and other organizations should think about looking again at text message marketing as a way to reach potential customers of all ages and demographics. The use of text messages has spread from teens to their parents and even grandparents who want a fast, easy way to communicate. The convenience that is drawing customers over 30 to text messaging also creates a lot of potential for mobile marketing aimed at customers of all ages.
Only a few years ago it seemed unlikely that text message marketing aimed at adults would have much success, but in the last few years the number of adults using text messaging has boomed. A report from the Lafayette Journal and Courier gave these statistics on the use of text messages between 2008 and 2010:
- The use of text messaging doubled among 18 to 24-year-olds
- Texting among 25 to 34-year-olds increased by more than 100 percent
- 35 to 54-year-old text messaging use tripled
- Text messaging by those 65 and older quadrupled
Furthermore, the What’s Next Boomer Business Summit blog reports that baby boomers, the 45 to 64-year-old demographic, make up the fastest growing group of text message users.
On average teens and young adults still use text messages more than their older relatives, but the older generations are quickly adapting to text message use, and are beginning to use it more and more. In fact, for many age groups text messaging is beginning to replace telephone use, and more text messages than phone calls are sent each day in the US. Text messaging is fast and not as disruptive as a phone call. It is also more convenient because the user can read and respond when they have a chance, unlike a phone call which demands that the user answer it immediately. Also, many adults are interested in new technologies and want to keep up with the latest communication trends.
Some businesses are already using niche text message marketing to send exclusive information and offers to their customers, and text messages are being used in a variety of other applications outside of everyday conversation. Text messages are used to send important medical reminders to patients, to track stock performance and sports scores, and to provide news updates.
What does this mean for business marketing? It means that text message marketing is an expanding field that businesses can tap into to reach their potential customers regardless of their ages. Businesses can send text message reminders about sales, announce special promotions or events, offer coupon codes, or send links to online coupons, polls, or announcements. Because they are trying to reach a broad demographic, businesses using text message marketing should keep these tips in mind:
- Make sure customers know they are opting-in to receive text messages when they provide their mobile phone number or send a text to your text messaging service. Make this appealing by offering coupons or other special promotions.
- Avoid using texting language, grammar, or slang. To look professional and be understood, especially to older adults, it’s important to use good grammar and complete, though short, sentences, like “Reminder! 25% off shoes today at XYZ.” By their nature, text messages are limited to 160 characters.
- Only send messages that are relevant and worth the customer’s time. Text messages that are too frequent or do not interest the customer will be seen as the text message equivalent of telemarketing or spam and most customers will block them or opt out.
A well designed text message marketing campaign can be an integral part of a marketing strategy to reach customers of all ages.
Sources:
Layfayette Journal and Courier, “Why Call When a Text Will Do, More Generations Ask” [online]
What’s Next Boomer Business Summit blog, “Baby Boomers Fastest Growing Group for Text Messaging” [online]
Publishing 2.0, “Is Text Messaging a Viable Media and Advertising Platform for Older Demographics?” [online]
Pew Internet and American Life Project, “The Power of Mobile” [online]
Contracting Business, “DuPont Will Send Special Text Alerts from HVAC Comfortech” [online]