Marketing Showdown: Texts vs. Tweets

 

The global marketing race is off, and SMS and Twitter are neck-and-neck…or are they?

If you’re looking for new marketing tactics for your business, you’ve probably already considered using text message marketing and/or social marketing.

Thanks to the recent “mobile boom”, SMS has become the most ubiquitous form of communication, so it’s no wonder why more and more businesses are turning to text messaging to reach their target market.

Twitter has also become a popular form of marketing communication as it allows brands to send messages to other users, who can can then “follow” the brands to receive updates about them.

I came across an infographic comparing Twitter and text messaging as marketing tools, which is what got me thinking about the pros and cons of the two. Here’s what I wanted to share with you:

PROS:

  • Global Internet penetration is over 30% of the world’s population.
  • There are over 100 million active accounts on Twitter.
  • Brands can check up on customers and competition and stay up-to-date on what people are saying about your business online.
  • Brands can tweet sales, promotions, special offers, etc.
  • It doesn’t cost anything for brands to sign up.

CONS:

  • ROI and other results can be hard to measure on Twitter.
  • With Twitter, there are no available segmentation or targeting options. Each post will go to anyone who has followed you—you have no control over your database of followers.
  • One-to-many communication = lack of personalization.

PROS:

  • 90% of the world offers 2G coverage.
  • There are 4.2 billion SMS enabled mobile devices in the world.
  • 95% of messages are read by your subscribers in the first 15 minutes.
  • Marketers can deliver relevant information to a specific audience.
  • SMS allows brands to put together text-based contests, sweepstakes, mobile coupons, etc.
  • With text messaging, brands can segment out their database to target specific audiences.
  • SMS is PROVEN to increase loyalty and customer retention.
  • One-on-one communication: personalized user experience.
  • Measurable results.

CONS:

  • Brands have to entice customers to opt-in to receive text messages, and sometimes customers regard the messages as spam.
  • Creating unique, valuable call-to-actions through text messaging requires time and creative energy.
  • Brands have to pay a mobile marketing company or short-code provider to send out messages to their subscriber database.


What Now?

It’s obvious that both channels are important to growing your business.

With text messaging, you are fostering a one-on-one relationship with your customers. Even though your brand’s text message may go out to thousands of subscribers, it still makes each person feel that one-on-one connection when they receive the text message on their own phone. Also, because of the reach of SMS, you know the message will be read. Tweets, on the other hand, can get lost among the thousands of others in the Tweet feed.

However, if you are deciding between using either one form or the other, instead think about using them together. Both tools should be incorporated into your brand’s marketing strategy, as it is important to develop your database in as many channels as possible.

Each channel has its own advantages and disadvantages, but the more ways to communicate with your target markets the better!

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One response

  1. Good article!

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