Savvy Brands Double Down on Back-to-School SMS Marketing
It’s back-to-school time again. So what’s new this year in the world of digital marketing for retailers? For some, it’s about launching new digital campaigns to capture mobile-savvy consumers. Others, like Kohl’s, are building on last year’s successes and taking them to new heights. For almost all of them, though, this year is about SMS texting.
According to research by SinglePoint, 90 percent of all text messages are read within 3 minutes of being received on the mobile phone. That’s amazing, although not entirely surprising when you think about it. Everyone texts. Well, almost everyone. Some people don’t. But that’s another story and usually ends with “get off my lawn.” The point is that people who do text tend to read texts too. They are most often short and to the point, so that helps.
It’s clear that most brands have shifted their digital strategies to listen and engage with customers. But the brands that looked at when and how customers are consuming information are jump-starting their own success in a crowded and competitive space with SMS texting. The ones that are getting it right will see a huge difference in engagement and ROI. Here are a few examples:
Kohl’s is using SMS texts to inform consumers that if they spend $30, they can win various prizes including discounts at other retailers like Staples.
Abercrombie is using SMS messaging to give people who go into their stores a chance to win clothing and discounts.
Nordstrom is using its in-app SMS texting capabilities to enhance the sharing of a customer’s latest finds.
Macy’s launched an SMS-based campaign designed to encourage consumers to text the keyword DORM for a chance to win a $500 gift card.
‘The data strategies of these companies aren’t progressive enough’: 10 Confessions on the pivot to privacy
An inside view of how privacy changes are having big consequences throughout advertising.
Why companies are using virtual concerts to introduce their users to the metaverse
Music is a spectacle, but it’s also a deeply social experience, a pairing of traits that experts believe make virtual concerts a perfect fit for companies looking to showcase the metaverse to skeptical users.
Member ExclusiveMarketing Briefing: ‘Not a hypothetical problem’: ANA CEO Bob Liodice on why there needs to be a unified effort to combat hate speech
This week, GARM and the ANA announced they are working with Pernod Ricard to scale that initiative working with brands and social platforms as well as small and medium-sized businesses.
SponsoredHow retailers can be ready for holiday shoppers this year
Suchi Sastri, managing director and partner, Boston Consulting Group As the holiday season approaches and the pandemic continues to evolve, retailers want to know what to expect. Will e-commerce continue to grow at the rate it did last year? How big of a role will in-store shopping play in holiday shopping? While it’s still early, […]
As non-endemic brands eye the gaming space, a lack of industry standards is delaying their arrival
The caution with which some brands still approach the gaming industry -- and the need for better industry standards to help brands feel more informed -- were recurring themes at last week’s Digiday Gaming Advertising Forum.
Cheat Sheet: How Apple’s ATT is giving it more influence over ad dollars
The signs that Apple is building an ads business is there — here is what we actually know.