September 14, 2012
Marketing With Long Code Text Messaging Yields Metrics
Mobile marketing via text messaging is a pretty direct and inexpensive way to achieve marketing success, but when it comes to short SMS, the metrics tend to fall, well, short.
Long code SMS text messaging comes with the benefit of low messaging costs, especially when you factor in the cost to setup and manage a short code. Long code also has the widest coverage as well as the fastest messaging throughput, so it’s a rather attractive option.
TSG Global says that SMS is service failure waiting to happen when it comes to short code in marketing. The reason being is that, since 2009, long code has been available to companies to implement successful marketing campaigns, whereas in 2003, only short code was available. What long code does is provide in additional tool to mobile marketing campaigns, not necessarily a replacement.
A lot of marketers simply do not know their failure rates for short code SMS broadcasts, and that poses a big problem for campaigning, as successful marketing relies heavily on metrics that show what’s working and what doesn’t.
Revenue generation with long code can include advertiser-sponsored interaction and consumer paid interaction. An interactive program can be sponsored by an advertiser who pays the content provider to enable delivery of voice and text content. Long code can also support voice, fax, and text communications all at once. So not only is it measurable, it comes with added value that can only enhance a marketing campaign where short code SMS cannot.
Long Code is essential for businesses and, according to TSG Global, Inc., there are five very good reasons why. It consolidates communications, localizes the experience, improves the customer experience, is customer centric and it’s interactive.
Long Code offers a reliable platform for mobile campaigns. Using Long Code gives businesses unlimited keywords while maintaining control over routing inbound and outbound messages, thus consolidating the communication needs.
Businesses also have the ability to further monetize mobile efforts by offering advertising opportunities to other companies that are like-minded and similar in offerings and services.
“SMS with long code provides the cost effective solution for you to send text messages out to your target audience and ask them for a response without it breaking your marketing budget,” says TSG.
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Edited by Stefanie Mosca
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