Your text marketing app might have great output, but its outreach is limited to your campaign’s pre-defined age limits. Younger generations are already predisposed to maximized mobile phone use, and they’re great resources for your brand’s newest campaign.
Already, companies are drafting student-specific text-based apps to reach younger audiences. The anti-bullying mobile app, STOPit, has been adopted by several public and private schools. Similarly, providers like SnapChat have redefined their entire on-mobile messaging platforms to maximize young audience engagement. Even if your brand has adopted a text-only mobile campaign, it can still enter the ranks of young smartphone holders. Your text marketing app can be leveraged to impact young carriers, resulting in a number of benefits.
Increase Brand Recognition
Young people thrive on smartphone use. Entrepreneur.com suggests mobile marketing to younger audiences might be, currently, the most successful strategy a businessperson can take. Covering the approach Campus Book Rentals has taken to assure maximum brand recognition, the article dives into the dynamics of immediate service and company outreach.
Many colleges are becoming commuter campuses, increasing the reliance on mobile. Sure, your brand might not market college goods to college-bound individuals, but it still benefits from the fertile consumer population created by the age 19 to 23 age gap. By targeting consumers already prone to immediate access, response and networking, your brand will experience increased recognition and memorability over text messages.
Access the Direct Marketing Channel
Your text marketing app is similarly a ticket to the direct marketing channel. Recent research reveals 29 percent of mobile users make mobile access the first and last thing they do daily. Another 32 percent prioritize text communication over other forms. With little doubt, mobile marketing will become the future of direct response marketing.
When young mobile users are targeted, the direct marketing channel is fully realized. Direct marketing requires an appreciation of one-on-one communication, quick responses and worthy benefits. Young smartphone holders are tech-savvy, fast-paced individuals—which fit the bill quite well.
Strike Fast Conversations
Above all, text marketing establishes superior connections with young audiences due to its capacity to hold fast-paced conversations. Mobile marketing dominates the lead-to-sales pipeline, and four out of five consumers rely on their smartphones to shop. The sales pipeline is reduced from days to mere hours via mobile, and providers like Google have revealed mobile users are ready to adopt quicker online purchasing strategies. Younger generations are leading the charge, too.
Harness Local Targeting
Younger audiences are primary leaders of local targeting adoption, too. Now, direct marketers are prioritizing targeted advertising campaigns, offering hyper-local targeting to the consumers that matter. Google can read mobile searches in real-time, and mobile marketers can target young mobile carriers based upon their most-visited locations.
Increase Customer Engagement
Several sources reveal the shift away from email in mobile holders under age 34. Users now prefer SMS for communication, and U.S.-based companies are prioritizing users between 18 and 34 with vouchers and coupons.
SMS is proving to be an incredibly powerful engagement activity. Because the average SMS open rate exists at about 95 percent, modern marketing platforms are correct for creating “text-heavy” platforms. Customer engagement takes a while to engage fully, but it’s entirely rewarding for buyers and sellers alike. Young mobile carriers can now access location-based coupons, offer feedback, reap in-store rewards and link to social media.
Create Customer Loyalty Programs
SMS marketing doesn’t end with simple offers, either. Young, text-savvy smartphone users are engaging long-term customer loyalty programs to find value and participate in long-term brand connection. Voucher codes, surely, are appealing to customers. Discount codes, even more so. But ongoing “point systems” increase buyer retention while expanding your brand’s overall appeal.
By implementing a text-first mobile marketing strategy, your platform is capable of offering:
- Buy-one-get-one-free offers with point redemption
- Free end-of-the-year products
- Priority customer codes and discounts
- Customer-specific rewards and special announcements
- VIP Access
Customer loyalty programs carry a particular benefit when young users are targeted: social media. Mobile social media loyalty programs are incredibly capable marketing forces, and your brand should be using them. As your mobile text app increases in popularity, you can link it to social media access offers.
Social media providers have grown a lot in recent years, so the grounds are fertile for hot brands to take over. Instagram grew by an astounding 50 percent in just 9 months, and it’s now bigger than Twitter. Additionally, Facebook claimed more videos than YouTube as of last June. Mobile app marketing, when intimately tied to social media, is formidable.
A Word on Social Media Chat
Social media chat deserves special recognition. Facebook’s separate Messenger app is synonymous with the host platform’s access. Every year, more “tie-in” chat apps are being attached to popular platforms. Your text marketing app can take advantage of this by achieving big numbers from the numerous cross-channel engagements occurring daily.
Take it from the Professionals
Many youth-oriented SMS programs have popped up, and businesses are capitalizing on similar strategies guaranteed to work. MTV’s VJ Hunt program, for instance, has recently accommodated for a youth-first SMS voting strategy, granting audiences the ability to become involved in competitions.
The SMS campaign additionally earned money from mobile operator tie-ups. In India alone, several mobile operators reported over 300,000 mobile game downloads monthly.
Service provider Virgin Mobile has created a youth-first SMS campaign, too. Its text and game app, titled Ming Mong, began as a viral marketing campaign before flourishing as a mobile extravaganza. The ping-pong clone effectively captured youth attention by allowing caption exchanges for random photographs. The unique take on multimedia and text marketing was innovative—and it was highly successful.
Toyota, while historically focused on adult markets, created a text app marketing campaign targeting youthful Scion users. The Scion brand, based in the U.S., was paired with several web marketing mechanics accessible via mobile text e-cards and SMS updates. The updates, ranging from “miles earned” notifications to weekly contest reminders, succeeded in refueling the brand’s market impact while invigorating one of its most difficult-to-reach consumer segments.
The Well-Connected Youth Segment
Young mobile users expect interactivity, and they expect interconnectivity even more. As brands adopt integrative cross-platform solutions, new text app initiatives will dominate the marketing world. Younger audiences might be difficult to target for some, but media, health, shopping, career and technology industries still contain sizeable youth marketing segments.
As connectivity continues to grow, different youth segments will become well-connected, creating never-before-seen possibilities for buyers and sellers. Your text app isn’t merely a tool for outreach, it’s the standard for future mobile marketing connectivity.