Text messaging marketing grows ever more prevalent
across industries in this day and age. A powerful example
of this is media companies, which use text message marketing
to entice consumers, offer them a more convenient experience,
and increase their efficacy among the abundant younger
crowd of media consumers.
The media industry has a distinct position in the realm
of marketing in that media is highly relevant to all
age groups. While different groups consume different
media, consuming media at all is hardly avoidable in
today's world. Smaller media companies may have more
specific audiences, but a great proportion of media
companies, small or large, can compete for attention
across generations. This contrasts with industries that
are much more inclined to deal with specific generations,
such as insurance, realty, and finance, which are unlikely
to see very young customers.
Because young consumers are, however, on the table
for a large number of media companies, many such companies
are well-served directing energy towards attracting
and holding the attention of people of all ages, including
a younger crowd. And what better way to connect to rising
generations than via SMS?
It hardly needs to be said how popular text messaging
is among young people in America today. A 2011 study
confirms what we already know, reporting that young
people between the ages of 18 and 24 send and receive,
on average, almost 110 text messages each day. Additionally,
55% of people who send and receive more than just 50
texts per day prefer texting to calling. In sum, this
information indicates that communication, and modern
life in general, move more and more towards SMS.
An interesting way to use text messaging to draw more
consumers is by using it to engage the audience. An
example of this tactic emerges in the small chat screens
some television shows display under or to the side of
the program, inviting viewers to post opinions, questions,
or requests on social media or offer them by texting
a specific number. This sort of campaign increases the
involvement of the current audience, providing current
consumers with a more engaging experience and potentially
encouraging them to draw in more consumers.
Some audio media companies use a similar strategy.
For instance, some radio shows or stations invite listeners
to submit song requests, feedback or answers to questions
via text message. Some radio hosts also conduct contests
that can be entered via SMS. These programs work to
engage consumers more effectively, giving them a better
experience both by virtue of their involvement in the
show and through the convenience that the use of text
SMS-based contests and polls are not limited to audio
and digital media; even print media can take advantage
of this tactic. Plans to engage younger consumers are
especially important to print media companies, whose
audiences grow increasingly smaller and older as the
printed word falls towards the periphery, for better
or worse. Attention-grabbing headlines advertising these
text-based programs encourage more readership and participation
in the texting programs.
Text marketing grows more and more important across
industries, and especially in the media industry, where
many companies vie for as broad a range of consumers
as possible. Who knows how media companies will shape
the face of text marketing in the future?
About the Author -
Sharon Housley is the VP of Marketing for NotePage,
Inc. a software company for communication software solutions.