My first computer was a Commodore 64, does that make me sound old? It sure makes me feel old. As technology continues to weave its way into our lives, so does the way that marketers evolve to get their messages in front of us as consumers. Just text Ted to 89800 and click the link to learn more about me and you’ll see what I mean. Let’s look at a quick evolution of how certain types of marketing is getting more difficult and why text marketing, in my opinion, is the complete wave of the future.
- Direct Mail- Let’s face it, when was the last time you got a pen pal letter or even a handwritten thank you note at home? 99% of your mail is either bills or junk mail. 20 years ago, direct mail marketing and packages such as Val-Pak were very popular. I have learned firsthand that you are lucky with a 1% hit rate with direct mail.
- Cold Calling- This is how I started in the business. I got a local directory and was required to make 1000 calls a week. However, over 50% of the homes in America either don’t have a landline or don’t use their landline except for emergency or family calls (source:www.gigamon.com). With caller ID showing up on the television during our favorite shows, how many of you would take a telephone solicitation at home?
- E-Mail- Remember when the slogan, “You’ve Got Mail!” came out and you were actually excited about checking e-mail? Today, you’d swear that every time you click unsubscribe to an e-mail it subscribes you to three more e-mails. If you are lucky today, your e-mails will get a 5% to 10% open rate.
- Texting- This is the blue ocean. Currently, SMS and MMS messaging has a 98% open rate (source: izigg.com) That is remarkable when it comes to getting your marketing message read. Think about this for a minute. How often are you getting a marketing message through your phone? Once a week? Once a month? Every evolution of new technology creates a new blue ocean for marketing. The next ten years it will be text marketing.
It is hard to know the best way to get your message across the consumer, but we do know it is impossible if they don’t even view your message. Marketing is the hardest part of any business. Stop swimming in the red ocean with all of the sharks still direct mailing and cold calling. Texting is the future!