In Nigeria, like most parts of the World, your customers usually leave home with three things: Their car keys, purse/wallet and their mobile phone. Text / SMS marketing ensures your message reaches your customers no matter where they are. This lets you speak to your potential customers in a one on one manner that is unmatched by other advertising.
Despite the huge numbers text messaging by Nigerians daily, when it comes to brands reaching their consumers, email marketing is still the more commonly used tactic. Even though text message marketing — which includes coupons, special offers, and participation in loyalty programs — is redeemed 8 or more times frequently than email, email marketing continues to prevail.
Why are marketers so unsure about SMS (Short Message Service) as an effective marketing channel? Would marketers be more open to implementing SMS practices if it felt like less of a mystery and they learned how to use SMS in tandem with email-based campaigns?
Of course, email marketing does have its benefits and each channel should be used appropriately to communicate with customers.
In fact, when used in tandem with SMS, marketers can effectively reach their target audience, engaging with a robust, multi-channel communication stream. We’re all familiar with the pros of email, but when you take a step back and look at what SMS based programs can offer, you’ll see the huge opportunity that your brand is missing by not embracing SMS.
It can be easy to overlook the many uses of SMS marketing. It can also be difficult to know where to start. And if you’re not yet tapping into this immensely valuable resource, there are many compelling reasons why you should get off the fence and into SMS marketing to reach Nigeria audience:
Reasons why you should use SMS / Text Message Based Marketing
Your message will be read in minutes:
Faster Delivery to customer. Put simply, SMS marketing is more effective. The numbers don’t lie. The open rate of text promotions/offers is a whopping 98%! Compare that to the 22% open rate of emails. While an email might sit in a customer’s inbox all day, a text is read within minutes, making it a great channel for flash sales and same-day promotions.
With a far higher average open rate, text messages are far more effective than email notifications when communicating with customers, particularly when time is of the essence. Most text messages are read in fewer than 5 minutes after they’ve been received by your customer or prospect. As a result, you can count on text messaging to effectively deliver short, time sensitive communications, appointment alerts, or expiring promotional offers. No other advertising medium has that relationship with the consumer. Text message ads engage the consumer in a way that makes them look forward to more offers from you.
Measure Your Adz:
Text marketing allows you to measure the results and scope of your other advertising. Place a text to action on your Website, direct mail, newspaper, radio or TV ads and you will know that day which advertising is reaching your target market and which is not producing a return on your investment.
With so many customer acquisition points with SMS programs, brands can easily track where users are texting in to join (via in-store advertising, print advertising, etc.) and measure the relative effectiveness of that advertisement. This allows marketers to measure advertising in a way like never before, and is a valuable tool for marketers.
Marketers know that in order to stay relevant, they have to be where their consumers are. And consumers are mobile! Since we know texting is one of the most popular mobile activities today, brands are missing out on a major opportunity by not leveraging SMS based marketing.
Highly targeted form of advertising:
You can target your campaigns to specific customers to produce higher redemption rates and build lists that will produce immediate sales every time you send a new text advertisement to them.
SMS marketing builds brand loyalty:
Studies show that nearly three-quarters of smartphone users are now interested in loyalty programs accessible from their handsets. Since 95% of all mobile phones now have SMS capabilities, it’s understandable why so many businesses now view SMS marketing as being perfectly suited for engaging customers with loyalty program offers, rewards updates, or other relevant account details.
It's been proved to have higher Coupon Redemption rate. Text message marketing is effective and produces higher coupon redemption rate anywhere from 20% to 70%. Compare that to print, TV, radio or direct mail which averages 1.5%.
SMS marketing is surprisingly easy:
According to ediaro.com, a veteran industry-leading provider of email, mobile, and social communication tools, Nigerian small businesses can quickly, easily, and economically implement mobile campaigns and “spin their database into gold.” With the right tools in place, anyone familiar with the basics of small business marketing is capable of orchestrating an effective SMS campaign.
SMS marketing is shockingly affordable:
Compared to some of the relatively exorbitant expenditures that quickly erode marketing budgets often without a clear and inspiring ROI, a typical small business can plan and carry out an SMS marketing campaign for a fraction of the price tag that corresponds to other marketing efforts.
Relative to direct mail, print, TV and outdoor advertising, bulk SMS is far more cost-effective to produce and distribute. When actual impressions are taken into account, the ROI of SMS surpasses all other channels, including email. Savvy use of SMS allows you to conserve your marketing budget for the areas that have the most impact.
SMS marketing is targeted marketing at its best:
The new age of device targeting has allowed marketers to reach mobile users via SMS with campaigns tailored specifically to a variety of interests and needs. With message relevance deemed critical to the effectiveness of a campaign, the availability and affordability of quality SMS marketing services have allowed businesses, entrepreneurs, and advertisers of all sizes in Nigeria to equally capitalize on this powerful resource.
The time to market is immediate:
No more waiting for ad copy to be proofed. Weeks for new campaigns to be designed. You can begin a new campaign from creation to deliver in a few minutes.
Ability to Segment Customers:
Just the customers who have a positive relationship with you and want to do more business with you will receive your message if you wish. You can pay to market to customers who have opted-in to receive offers from you because they have given you permission to send them material.
Higher Return on Investment (ROI):
Text advertising is cost efficient and produces the highest rate of return for you advertising Naira/Dollar.
Short, Precise and Definite Message:
Text marketing delivers your message with no filler. Just give the customer what they want, short and direct and they will respond. Text messages are capped 160 characters and give your customers a reason to do business with you without having to decipher what your ad actually is about.
Text Message is in Tune with New Techology:
Text / SMS marketing uses the latest technology customers have, their cell phones. Customers like the feeling of being involved with something new and exciting and will respond accordingly. By taking advantage of new mobile advertising opportunities you are separating yourself from your competitors it says your business is moving forward and staying ahead.
Reach a highly engaged audience:
Consumers opt in to mobile programs and make a careful decision on which text campaigns they choose. This differs from email campaigns, where consumers subscribe more generally for brands they may only be temporarily interested in.
Because users limit themselves to brands they truly care about when opting into SMS promotions, brands are able to market more directly to a captive, and loyal, target audience.
Build your brand conversation:
While email communication is a one-way street, people can actually reply to an SMS promotion and engage with the brand through two-way SMS dialog.
By opening the doors of conversation between brand and consumer, and creating customer engagement, marketers ultimately create a stronger relationship and build brand trust.
Sell more and drive awareness:
Unlike email, which tends to drive online sales, text promotions drive engagement to bring consumers in-store.
Once in-store, the consumer is more likely to buy other attractive products, and a consumer’s basket size is on average three times larger than if you drove their purchase online. SMS gets your consumer in the store and opens their eyes to additional offerings they might not otherwise have been interested in.
Like email, but better:
Two of the most frequently cited benefits of SMS marketing relate to the nature of its distribution – opt-in, and sent direct to prospects. Email also shares these characteristics, but is unable to match SMS when it comes to effectiveness.
Target and segment your audience:
By making use of an online SMS Gateway, you can achieve the same level of targeting and segmentation as email.
Options include the ability to send personalised messages, schedule messages for optimal delivery time and date, and the ability to manage SMS replies from your email client. Advanced options enable SMS communications to be targeted according to customer’s previous purchase behavior, local store, or demographics.
Bulk SMS - Automate what you hate:
By utilising a bulk SMS messaging platform powered by our sister company to send bulk sms text www.ediarosms.com , you can automate operational tasks and devote more time to strategic, value-adding activities.
SMS practices are not just an efficient way to reach today’s consumer but also the most relevant way to engage with them, build brand trust, and even track the effectiveness of advertising. If you’re not already engaging with customers via SMS based campaigns, it’s time to go mobile.
With a variety of applications, from sending reminders, alerts and service notifications, to managing customer relationships and billing operations, there’s bound to be some “grunt work” that SMS can take off your hands! SMS is a versatile, cost-effective and real-time marketing, communications and sales tool. Get your business started with an online SMS solution today by speaking to us at investor.ng !
Our SMS Marketing Service
investor.ng SMS / Text Message Advertising Team can help you reach Nigerian mobile phone users easily, regardless of the Mobile Phone Network (MTN, Glo, Etisalat, Airtel, ).
You don't need to worry about getting the phone numbers, sending them the message or sending the follow up messages, we'll help you with all that. We have an ongoing comprehensive contact telephone number of Nigerians - that can be interest in your products, services, political affiliation among others.
We can help you reach Nigerians on their Mobile Phones in the following States and the FCT:
Lagos, Enugu, Akwa Ibom, Adamawa, Federal Capital Territory (FCT Abuja), Abia,Bauchi, Bayelsa, Benue, Borno, Cross River, Delta, Ebonyi, Edo, Ekiti, Gombe, Imo, Jigawa, Kaduna, Kano, Katsina, Kebbi, Kogi, Kwara, Nasarawa, Niger, Ogun, Ondo, Osun, Oyo, Plateau, Rivers, Sokoto, Taraba, Yobe, Zamfara.
Furthermore, we can help you capture the Nigeria market easily. We have SMS contact of different segment of Nigerians. Some can be categorised by sector/industries, e.g. Nigerian Bankers, Nigerian Students, Youths within the age of 20-35 years. Others can be by locality - e.g Residents in Abuja, Lagos and Port Harcourt among others.
How to proceed:
- Identify your target audience (the information above can be usefull to segment)
- When will you want us to jointly draft the SMS message(s)
- We will advise you on the best time to send the message that will get you maximum return on investment?
- We will jointly agree on the number of time(s) you want us to send the message(s) to each person? Your advert budget will be usefull to schedule these.
- We will send you an invoice to make necessary payment for the advertisement and we will kick start the advert.