Are you pumping out wonderful messages regularly to your customer base? After you answer, think about this… are you overdoing it? Yes, that’s quite possible. While digital, and particularly mobile marketing in Trinidad and Tobago, are exciting new formats for informing potential customers, they can easily be abused.
The problem
Nearly two-thirds of consumers say they receive too many digital ads and promotions. The respondents to a study by Upstream and You Gov said they were getting too many messages via apps, websites, email, and SMS. More importantly for marketers, 66% of respondents said they would unsubscribe from, ignore, or delete promotional messages. On the other end of the spectrum, less than 5% said they would be pleased. The device on which people found it most unacceptable to receive these unwanted messages was on their mobile phone.
The solution
It’s all about striking a balance. Yes, you want to generate messages that are timely, important, and informative. However, perhaps one of the mos vital things to remember is to think quality over quantity. Most consumers surveyed said they prefer to receive a marketing message about once a month. If that’s the frequency with which you send an SMS or an email, then you’d better make it count.
- Think of headlines that grab attention.
- Boil your message down to the most important elements
- Offer something that engages the consumer
- Tell them something new
- Provide a call to action
If you can’t do most of the things listed above, then there’s no reason to send a message at that time.
Consider varying your message types as well. Use photos or videos, provide links, offer coupons. Keep them guessing – that way they will want to look at any message you send because it won’t be the same thing each time.
The exception
Granted, it may depend on your type of business. There could be an event-driven company that needs to inform customers of scheduled happenings. However, most companies can actually keep consumers informed, interested, and apprised of deals with less intrusive campaigns.
Don’t forget
It has been said many times, and seems obvious, but it bears repeating. Permission based messages are going to go a lot further in helping your image, and increasing your customer base than spam. Asking for permission in this case is better than asking for forgiveness.
What channels are you using for your digital marketing in Trinidad and Tobago? How often do you engage in messaging? Contact us and we can help you select the proper channels, and develop a smart plan for engaging your customers.
