Text Messaging Featured Article
Text Messaging May Be the Ideal Medium for Narrowcasting
It’s interesting that broad, near-worldwide accessibility to the Internet has resulted in people expecting a more personalized experience. Although, to be fair, it seems that mobile devices putting the Internet into the palm of a person’s hand also had a big role to play in this shift. Regardless of the how, though, one thing is clear: Marketing has changed.
No longer can a company try to appeal to the masses with a broad message broadcast to the largest possible audience — at least, not as effectively. Instead, the Internet and other media outlets have created a fragmented marketplace filled with niches, as well as distinct interests and preferences. Because of this, it’s become necessary to appeal to these niches at their level, on their terms.
This doesn’t just apply to marketing, either. In an effort to provide a more personalized experience, the contact center space has embraced mobile and social media integration, while entertainment has been disrupted by YouTube (News - Alert) and users around the world narrowcasting their home life.
Narrowcasting, in fact, is the term that brands need to become familiar with. It is a new paradigm with a new set of rules that fly in the face of the traditional broadcasting model. According to Lori Turner-Wilson over at Memphis Daily News, these rules include narrowing target markets to specific niches without limiting the pool of buyers, seeking out feedback from customers and responding to it quickly and targeting both the message and marketing channels to suit your brand’s niche.
If you’re still dubious about narrowcasting’s supposed superiority, consider the ubiquity of the mobile device and its effect on the way people now receive and digest messages and information. If you take a broadcasting approach and, say, create a Facebook (News - Alert) ad campaign, it’s likely to be ignored. According to an infographic featured on TSG Global’s blog, 84 percent of Facebook News Feed stories are ignored, along with 71 percent of sponsored tweets and 88 percent of advertising emails. On the flipside, 98 percent of all SMS and MMS messages are opened.
With around 234 million mobile devices users in the U.S., it seems that the narrowcasting approach is likely to yield better results. In fact, it could be argued that SMS is the medium for narrowcasting, considering 174 million Americans text daily, sending around 6.4 billion text messages every 24 hours.
Edited by Rachel Ramsey