Recently we talked about how Aprimo has made integrating SMS marketing strategies easier for its customers. While the mobile experience is multifaceted and includes many ways to connect and engage with users, for many the mobile experience can overwhelm and make it harder to gain access to information. Mobile messaging is not only guaranteed to reach more people, it has the potential to engage them as well.

We talked with Lisa Arthur, Chief Marketing Officer at Aprimo, about how and why you may want to integrate SMS into your mobile engagement strategy.

How Does SMS Affect Mobile Engagement?

Like email marketing before it, companies shouldn’t overuse SMS marketing, or risk spamming consumers. Instead, it needs to be one of the many touchpoints used to engage with current and prospective customers.

Arthur says that, for many of Aprimo’s customers, SMS is more mainstream and is used to engage strategically with a specific segment of its users, mostly as a way to continue the conversation. After all, texting has always been about enabling conversations.

As mobile converges with e-commerce, a phone becomes so much more. In addition to being a social collaboration tool or web browser, it now has the potential become our wallet.

How to Integrate SMS into Your Communications Strategy

For companies that are interested in embracing SMS, but haven’t yet begun to integrate it into their marketing and communications strategies, Arthur recommends the following steps:

  • Listen: Survey your current audience to better understand what your market wants. Who are your customers? How would SMS benefit them? What transactional goals do you hope to achieve?
  • Think of the possibilities: From QR codes and coupon codes to news alerts, what ways could you use SMS to engage users? Map out an effective strategy so you map where you want to go and end up.
  • Start small: To be sure that you don’t engage in spamming, pilot a small project. SMS marketing, while convenient, still costs money. Start small by targeting a segment of your overall audience. Learn from their interactions and feedback before you build a comprehensive SMS marketing program.

Best practices for SMS marketing are slowly emerging, but why wait? Develop your own best practices by figuring out what works best for you. Text messages not only have the ability to deliver information in real time, without interception, they also give the user more control. Those who opt to receive texts are ready and willing to be contacted.