This article originally appeared in the DEC. 2012 issue of CUSTOMER Magazine.
Using SMS to deliver mobile campaigns limits marketers to a 160 character maximum allowed per message. All marketers that use text messaging with their customers know how difficult it is to create an effective campaign to engage consumers when using such a limited plain text.
To work around this limitation, marketers might send a combination of two or more texts together to send a lengthier message. Often times, these multiple messages are scrambled and arrive in the wrong order. This confuses consumers and results in them opting out from the campaign. Rich Media Messaging, however, gives marketers the power to send long-text, images, and videos to 96 percent of mobile handsets at standard messaging rates. With RMM, marketers have the freedom to create a rich multimedia experience for consumers, as opposed to using plain black and white text. They are also able to include images of coupons and promotions that consumers can visually see and use.
No Device is Left Behind
To send pictures and videos through SMS, marketers include links within the 160-character text they send. By clicking the link, consumers are taken to a mobile website to view rich content. Including a link assumes all consumers have data plans enabled on their mobile phones. This is false because more than 50 percent of users do not have data plans and therefore cannot open the link. When consumers are not able to open links on their phones, the messages they receive have very limited value. Frustrated users have no choice but to opt out of the mobile campaign.
With RMM technology, advanced handset detection allows marketers to detect detailed mobile device capabilities before sending rich content. RMM detects phones that don’t have data plans enabled and then sends rich content in the body of the message instead of a link. If a phone does not support rich content, they are then sent a text message. By knowing a phone capability beforehand, RMM is able to adjust rich content so that customers have the best possible experience when receiving a picture, image-based coupon or a video message.
When using SMS, marketers are not able to track any analytics related to which consumers are opening up messages or not. With RMM, marketers are able to track all consumers who are reading the messages and also what devices they are using.
In order to successfully drive mobile engagement, marketers need to use both push and pull tactics for mobile campaigns. RMM allows marketers to push rich content such as pictures, bar codes and video using a technology that has no limitations on the amount of content you can send and ensures all mobile phones will be able to receive a message that is optimized for their phone. With rich message content, response rates from consumers are at least twice more effective as compared to SMS. Marketers can maximize and track their mobile marketing effectiveness by delivering an optimized user experience to their entire audience.
Edited by Brooke Neuman